Consumers’ Intention to Follow Influencers: The Role of Influencer Traits and Content with Perceived Content Authenticity as a Mediator

Abstract

Purpose—Despite the growing body of research regarding influencer marketing, there is still very little research on how different characteristics of influencers can shape the intention to follow. This study examines the influence of various traits (trustworthiness, attractiveness, expertise, similarity, entertainment value, and informative value) of social media influencers and their content's authenticity on people's intention to follow them on social media, and tests the mediating role of perceived content authenticity between these relationships.

Study Design/methodology/approach—The study utilizes responses from 302 respondents from Pakistan, selected through convenience sampling, to compare the influencers' six main characteristics. These traits were measured using multi-item scales and analyzed through descriptive statistics, reliability and correlation analysis, regression and mediation analysis.

Findings—The analysis reveals that authenticity is the key factor that supports the relationships of these traits. Similarity and entertainment value positively impact the followers’ intention to follow the influencers, while expertise and attractiveness are important only when the content is authentic to the followers. Trustworthiness and informative value influence followers' intentions primarily through authenticity. Overall, the results show that the audience's preference is for content that is real, relatable, and transparent. The research supports the instinct of authenticity as a key factor in influencer marketing, suggesting that the impact of meaningful and trustworthy interactions is greater than that of polished appearances or technical expertise.

Practical Implications—The findings suggest that brands and influencers should prioritize transparent, authentic, true, and relatable content rather than relying on claimed expertise or physical attractiveness alone. For Pakistani marketers and comparable markets, cultivating perceived authenticity offers a way to maintain follower engagement and long-term customer relationships.

Originality/Value—The study contributes to influencer marketing research by simultaneously evaluating six influencer traits and positioning perceived content authenticity as the central mediating factor within the under-researched Pakistani context. It advances understanding of why authenticity, rather than surface-level appeal, ultimately drives the consumer's intention to follow.