As social media becomes the new marketplace, influencer credibility is redefining how brands connect with the next generation of consumers. My doctoral research, The Trust Factor: What Motivates Gen Z to Buy from Influencers, examined how credibility—defined by attractiveness, trustworthiness, and expertise—influences Gen Z’s attitudes toward Instagram ads, the brands featured, and their purchase intentions.

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Through a two-phase mixed-methods design combining survey data from 500 Gen Z respondents and follow-up interviews, the research uncovered a clear hierarchy of influence: trustworthiness drives conversions far more than engagement metrics or visual appeal. In fact, 95% of respondents identified trust as the primary factor in their decision to buy from an influencer, emphasizing relatability and authenticity over aesthetics or expertise.

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CHALLENGE:

With more than 65 million influencers on Instagram and an expected 35% increase by 2025, brands face a saturated environment where credibility can make or break performance. Traditional advertising approaches no longer resonate with Gen Z, a demographic that expects transparency and shared identity from the influencers they follow. Yet few studies had quantified which aspects of credibility most strongly drive purchase behavior—leaving marketers without a clear framework to evaluate influencer ROI.

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RESEARCH STRATEGY / APPROACH:

This mixed-methods study, conducted under Institutional Review Board (IRB) protocols to ensure ethical compliance and data integrity, employed both quantitative modeling and qualitative analysis to understand the psychology of influence.

 

Quantitative Phase:
An online survey of 500 Gen Z participants was conducted through CloudResearch.com, measuring how perceived trustworthiness, attractiveness, and expertise affected attitudes toward influencer ads and purchase intent. Statistical analysis confirmed that trustworthiness was the single most significant predictor of intent to purchase, while attractiveness correlated with likes and follows but not conversion.

 

Qualitative Phase:
Follow-up interviews explored why followers trusted certain influencers more than others. Themes of relatability, authenticity, and transparency consistently surfaced as emotional drivers of trust, revealing that Gen Z’s loyalty is built through perceived honesty rather than polish or professional authority.

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KEY FINDINGS: 

• 95% of respondents ranked trust as the leading factor influencing purchase decisions.

• Relatability and authenticity were the top traits associated with trusted influencers.

• Attractiveness influenced engagement rates but not purchase intent.

• Expertise ranked lowest, suggesting followers value personality alignment over professional qualifications.

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RESULTS:

The research provides a data-backed framework for brands to select and partner with influencers who drive not only engagement but measurable ROI. Insights informed a new influencer evaluation model emphasizing trust signals—such as audience interaction tone, content transparency, and consistency—over vanity metrics like follower count.

 

These findings now guide modern influencer marketing strategy across sectors like fashion, wellness, and lifestyle—helping brands identify credible voices that convert awareness into authentic advocacy.

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OUTCOME: 

This dissertation advances the Ohanian Source Credibility Model in the context of social media, establishing that trust—not trend—is the ultimate currency of influence. For Gen Z consumers, credibility isn’t defined by how perfect someone looks, but by how real they are. In a marketplace flooded with influencers, that authenticity is what turns followers into buyers.