Driving customer brand engagement through augmented reality-induced influencer content among Gen Z: The moderating role of credibility

Mudita Sinha and Mallika Srivastava

Journal of Global Fashion Marketing, 2025, vol. 16, issue 3, 386-403

Abstract: The present study investigates the impact of Augmented reality-induced influencer content moderated by the influencer’s credibility, steering to word of mouth trailed by purchase intentions of Gen Z in the fashion industry. This study employs a conceptual model grounded on the theory of social power and the S-O-R model with the moderating role of credibility. Data was gathered from 423 samples. To test the dimensionality of Augmented reality-induced influencer content, exploratory factor analysis with principal component analysis and Varimax orthogonal rotation was adopted. SPSS version 22.0 and AMOS version 20 were used for data analysis. The study’s findings indicate that following influencers generates favorable brand effects, such as increased social power and higher purchase intentions, by fostering familiarity and internalizing behavioral intents. Credibility is vital in influencing views and promoting electronic word-of-mouth through interactions between audiences and influencers. Brands have significant chances to engage Generation Z with genuine content by utilizing influencer marketing facilitated by augmented reality. Therefore, the study concludes that Augmented reality-induced influencer content encourages consumers to engage actively and positively drives them toward brand outcomes.

Date: 2025
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DOI: 10.1080/20932685.2024.2441768

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