Article
Beyond the Script: Examining the Impact of Influencer Communication Cues on Gen Z Purchase Intentions through an Extended Theory of Planned Behavior
This study investigates the impact of Verbal and Non-Verbal Communication Cues employed by social media influencers on the Purchase Intentions of Generation Z consumers through an extended Theory of Planned Behavior (TPB) framework. The research specifically examines how communication authenticity and social influence mechanisms shape consumer attitudes and behavioral intentions within influencer-led digital commerce ecosystems. The study adopted a quantitative research design utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM) to evaluate the proposed conceptual framework. Data were collected from 199 Generation Z respondents through a structured online questionnaire distributed using convenience sampling techniques across major social media platforms. Reflective measurement scales were used to operationalize all latent constructs included in the study. The findings reveal that both Verbal and Non-Verbal Communication Cues significantly and positively influence consumer attitudes toward influencers. Subjective Norms emerged as the strongest predictor of Purchase Intention, emphasizing the dominant role of social proof and community validation in influencerdriven environments. Furthermore, the proposed model demonstrated substantial explanatory power by accounting for 61.5% of the variance in Purchase Intention. The study provides valuable strategic insights for brand managers, influencer marketers, and digital campaign planners regarding the importance of communication congruence, authenticity signaling, and normative influence in optimizing influencer-led marketing strategies targeting Generation Z consumers. This study extends the traditional Theory of Planned Behavior by integrating tactical communication cues as antecedents to attitudinal formation within social commerce ecosystems. The research contributes to the growing literature on influencer marketing, digital persuasion, and socially mediated consumer behavior.
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