Influencer expertise, relatability, authenticity, and purchase intention for local food brands

Abstract

This study investigated the influence of three critical dimensions of social media influencers—expertise, relatability, and authenticity—on consumers’ purchase intention toward local food brands. Employing a quantitative descriptive-correlational design, data were collected from 122 respondents using a structured survey questionnaire. The research instrument demonstrated high reliability, with a Cronbach’s alpha of 0.783, thereby confirming strong internal consistency across all constructs. Descriptive statistics provided insights into respondents’ perceptions of influencer characteristics and purchase intent, while Pearson correlation analysis was utilized to determine the strength of associations among variables. Findings revealed that respondents generally held favorable perceptions of influencer expertise, relatability, and authenticity, alongside positive purchase intentions. Correlation results indicated very strong positive relationships between each influencer attribute and purchase intent: expertise (r = 0.895), relatability (r = 0.823), and authenticity (r = 0.903). Moreover, the interconnected nature of these influencer qualities underscores their collective impact on consumer decision-making. These empirical insights highlight the strategic importance of credible, relatable, and authentic influencer collaborations in shaping consumer behavior. Ultimately, the study contributes to the growing body of literature on digital marketing by offering practical recommendations for local food businesses to strengthen brand trust, optimize social media campaigns, and systematically drive purchase intentions through influencer engagement.