Linking Influencers’ Legitimacy and Authenticity: Focusing on Legitimacy for Greater Authenticity, Engagement and Purchase Intention

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Paylan M. A., Bora Semiz B.

Journal of Applied and Theoretical Social Sciences, cilt.8, sa.2, ss.309-338, 2026 (TRDizin)

Özet

Introduction: Influencer marketing lies at the heart of companies' and brands' digital marketing strategies. However, the extent to which consumers' perceptions of influencers’ legitimacy and authenticity influence consumer behaviour has not yet been sufficiently explored. This study investigates what an influencer’s unique characteristics signify in terms of cognitive, moral and pragmatic legitimacy, and how the relationship between legitimacy and authenticity translates into consumer engagement and purchase intent

Method: Data were gathered in 2024 using an online survey of 402 social media users aged 18 and older in Turkey, selected from the population using a convenience sampling method. Hypotheses regarding the research model were tested using PLS-SEM.

Results or Findings: While moral and pragmatic legitimacy were found to influence the factors of originality, no effect of cognitive legitimacy was observed. As for the factors of authenticity, it was found that the factors of truthfulness and uniqueness influence consumer engagement and, indirectly, purchase intention. 

Discussion or Conclusion: Although the results cannot be generalised due to the use of a convenience sample, it has been concluded that influencers must ground their authenticity in both ethical and pragmatic principles.