The Effect of Influencer Marketing on Purchase Intention across Various Generations
Yi Hsu, Kunin Nawapon

Abstract
This study examines the impact of influencer marketing on consumer purchasing intentions across generational cohorts, with a focus on Generation X. While prior research emphasizes Generation Y and Z for their digital proficiency, Generation X holds significant economic power and market potential. Using regression analysis and LISREL modeling, this research explores the effects of para-social interactions, celebrity endorsements, and price perception on purchase intentions. Findings reveal that Generations Y and Z are highly responsive to influencer marketing, while Generation X values credibility and authenticity. Celebrity endorsements significantly impact all generations, though para-social interactions and price perception influence purchase intentions differently. These insights provide strategic guidance for marketers in tailoring influencer strategies to diverse generational preferences, enhancing consumer engagement.

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