How Generation X and Millennials Perceive Influencers’ Recommendations: Perceived Trustworthiness, Product Involvement, and Perceived Risk

Abstract

Previous literature has found underlying differences in purchasing behaviors, consumption habits, and Internet and social media usage between Generation X and Millennials. The activities and how users engage with consumer advice made by popular social media personalities can differ according to their age. Recent studies have shown that trust in the message transmitted by influencers is a critical factor in explaining the impact of consumer recommendations on their followers. However, so far there is little evidence of the possible variation according to the generational cohort to which they belong. This paper attempts to fill this gap by reviewing theoretical contributions on the relationships between perceived trustworthiness, perceived risk, product involvement, and purchase intention. Next, we proposed an exploratory model that analyzes the differences through partial least squares structural equation modeling (PLS-SEM) with multigroup analysis. The resulting hypotheses were tested on a sample of 116 Millennial and 135 Generation X influencer followers. The results confirmed moderating effects of the generational cohort on message credibility and purchase intention, as well as on Millennials’ risk perception. Additionally, social norm and gender were analyzed, and heterogeneity was found according to the level of social norm of the followers.

Keywords

• influencer marketing
• consumer behavior
• digital transformation
• product involvement
• purchase intention
• social media