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The Mediating Role of Perceived Authenticity in the Influence of User-Generated Content, User Reviews, and Influencer Endorsement on Purchase Intention for Global Brands in Emerging Markets

  • Riska Jumaliya Putri1*
  • Adrian Irnanda Pratama2
1,2 Politeknik Negeri Bengkalis
* Corresponding Author: Riska Jumaliya Putri

Abstract

Social media and digital platforms have transformed the ways young consumers assess global brands. At the same time, the increasing amount of commercial content has made authenticity an important concern. Based on the Stimulus-Organism-Response (S-O-R) perspective, this study explores analyzes the relationships of User-Generated Content (UGC), User Reviews (UR), and Influencer Endorsement (IE) on Purchase Intention (PI), while examining Perceived Authenticity (PA) as a mediating psychological process. The model also considers the direct relationships between digital information sources and purchase intention. An explanatory quantitative approach was employed, involving 200 young social media users in Bengkalis Regency, Indonesia, using purposive sampling. Data were collected using a five-point Likert-scale questionnaire and analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS. The findings show that UGC and IE significantly affect PA, whereas UR does not. UR, IE, and PA have significant effects on PI, while the direct effect of UGC on PI is not significant. The mediation results further show that PA mediates the relationships of UGC and IE with PI, but not the relationship between UR and PI. These findings indicate that PA provides a psychological pathway through which UGC and IE are associated with purchase intention, whereas UR is related to purchase intention mainly through a direct path. The study demonstrates that different digital information sources play distinct roles in shaping young consumers’ purchase intentions toward global brands in an emerging market.

Keywords

User-Generated Content User Reviews Influencer Endorsement Perceived Authenticity Purchase Intention

How to Cite

Citation Format
Putri, R. J., & Pratama, A. I. (2026). The Mediating Role of Perceived Authenticity in the Influence of User-Generated Content, User Reviews, and Influencer Endorsement on Purchase Intention for Global Brands in Emerging Markets. International Journal of Management Science and Information Technology, 6(2), 3110-3123. https://doi.org/10.35870/ijmsit.v6i2.8781

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Author Biographies

Riska Jumaliya Putri, Politeknik Negeri Bengkalis

International Business Administration Study Program, Department of Commerce Administration, Politeknik Negeri Bengkalis, Bengkalis Regency, Riau Province, Indonesia

Adrian Irnanda Pratama, Politeknik Negeri Bengkalis

International Business Administration Study Program, Department of Commerce Administration, Politeknik Negeri Bengkalis, Bengkalis Regency, Riau Province, Indonesia

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Copyright (c) 2026 Riska Jumaliya Putri, Adrian Irnanda Pratama

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