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.

Factors Influencing Behavioral Propensity To Use Mobile Shopping Apps In Generation X: The Tam Approach

“…As for the results of this study related to the perception of usefulness, it turns out that perception has a positive and significant influence on the intention or tendency of behavior to use cellular shopping applications in Generation X. These results are in line with recent research conducted (Cabeza-Ramírez et al 2022), which shows that perception of usability is the most influential factor in increasing the intention/tendency of behavior to use cellular shopping applications in generation X.…”

Exploring the effectiveness of fashion recommendations made by social media influencers in the centennial generation

“…This is a common approach in business research, 136 widely used in influencer studies. 11,50,137,138 However, future work should look directly at the actual purchase behavior of followers. This could confirm the results of those studies that have used intention as an antecedent of behavior.…”

“…The centennial generation turns to social networks to look for information related to fashion and textile products. 3 The particular characteristics of this group of people justify a more in-depth analysis of their purchase behaviors, 28,46,50 specifically those related to following recommendations made by microcelebrities. 38,51–53 The brand content published by opinion referents in particular fields such as fashion generates viral word of mouth and is followed by millions of users who accept the recommendations.…”

TikTok influencers and purchase intentions of the senior high school students in Divine Word College of San Jose

“…The age of these students notably affects their trust in influencers and their inclination to act upon their recommendations. Align with Cabeza-Ramírez et al (2022) stated that generational cohorts play a pivotal role in shaping attitudes and actions, particularly in purchasing behavior, with children relying on visual assessments or adult guidance, teenagers defing peer opinions or being swayed by enticing offers, and adults exhibiting brand loyalty based on personal preferences.…”