PERCEPTIONS OF CONSUMER AUTHENTICITY IN INFLUENCER MARKETING: A QUALITATIVE STUDY ON GENERATION Z IN THE ONLINE FASHION INDUSTRY

Abstract

This study explores how Generation Z consumers in Indonesia perceive authenticity in influencer marketing within the online fashion industry. Employing a qualitative case study design, semi-structured interviews were conducted with 20 active social media users aged 18–25. Data were analyzed thematically using NVivo, guided by Braun and Clarke’s (2006) framework. The findings reveal five central themes: (1) authenticity as consistency and transparency, (2) trust as the foundation of influence, (3) homophily and relatability, (4) parasocial relationships as emotional engagement, and (5) value alignment and cultural resonance. Authenticity emerged as the pivotal construct mediating the relationship between influencer attributes and consumer responses. Participants emphasized that transparency in sponsorship disclosure and alignment with sustainability and cultural values are critical for fostering trust and loyalty. Parasocial bonds further enhanced receptivity to brand endorsements, while micro-influencers were consistently perceived as more authentic and relatable than celebrity endorsers. This study contributes to the literature by integrating authenticity, trust, homophily, parasocial interaction, and value alignment into a unified conceptual framework. Theoretically, it extends influencer marketing research by situating authenticity within generational and cultural contexts. Practically, the results suggest that brands should prioritize influencers who embody transparency, relatability, and value congruence, while encouraging content strategies that balance aspirational aesthetics with candid, humanizing elements. These insights offer actionable implications for marketers seeking to engage Generation Z consumers in emerging markets.