The trust pathway: mediating effects of trust between perceived authenticity, real-time interaction, and Generation Z’s purchase intentions

In the age of digital connectivity, Gen Z has developed as a critical consumer sector, relying largely on social media for product discovery and decision making. This conceptual study looks at how perceived authenticity of user-generated content (UGC) and real-time interaction affect purchase intention among Malaysian Gen Z customers, with trust serving as a key mediating variable. Based on the Stimulus-Organism-Response (S-O-R) framework, the study views perceived authenticity and real-time contact as stimuli that influence customer trust (organism), which leads to buy intention (response). A thorough study of the existing literature supports the creation of a proposed conceptual model that explains the psychological and behavioural mechanisms that underpin Gen Z's digital purchasing behaviour. The research makes theoretical contributions to consumer behaviour and social media marketing literature while also presenting practical implications for marketers looking to effectively engage Gen Z through authentic and engaging content methods. Future research directions are also discussed to validate and expand the proposed paradigm.

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