Consumer Perceptions of Influencer Authenticity: A Sharia Economic Law Perspective on Generation Z

Nurhilalia Nurhilalia; Muhammad Yusuf; Firman Menne; Yulia Yunita Yusuf

doi:10.52496/mjhki.v3i2.73

Authors

Nurhilalia Nurhilalia Politeknik Negeri Ujung Pandang Author
Muhammad Yusuf Universitas Bosowa Author
Firman Menne Universitas Bosowa Author
Yulia Yunita Yusuf State University of Makassar Author

DOI:

https://doi.org/10.52496/mjhki.v3i2.73

Keywords:

Influencer Marketing, Authenticity, Sharia Economic Law, Consumer Trust, Transparency, Generation Z

Abstract

This study examines how Generation Z consumers in urban Indonesia (West Java) perceive influencer authenticity in online fashion marketing through the lens of Sharia Economic Law. While prior studies have extensively explored influencer authenticity, limited attention has been given to its integration with Islamic legal-ethical principles, particularly within a normative-empirical framework. Moreover, existing research tends to overlook how authenticity is operationalized within Sharia-based ethical boundaries in digital marketing contexts. Addressing this gap, the study draws on fiqh al-muʿāmalāt concepts, including transparency (bayān), honesty (ṣidq), and the prohibition of deception (tadlīs). A qualitative case study approach was employed, involving semi-structured interviews with 20 social media users aged 18–25. Data were analyzed thematically using Braun and Clarke’s (2006) framework with NVivo support. The findings identify five key dimensions of perceived authenticity: transparency and consistency, trustworthiness, relatability (homophily), parasocial interaction, and alignment with Sharia-compliant values. Authenticity functions as a mediating construct linking influencer attributes to consumer trust and ethical judgment. The results further indicate that micro influencers are perceived as more authentic and ethically aligned than celebrity endorsers, while inadequate sponsorship disclosure raises concerns related to gharar and tadlīs. This study contributes theoretically by proposing an integrated authenticity framework grounded in Sharia Economic Law, extending existing influencer marketing literature beyond secular perspectives. As a research implication, it highlights the need to reconceptualize authenticity as a legally and ethically bounded construct in digital marketing contexts. Practically, the findings inform the development of transparent and Sharia-compliant marketing strategies in Muslim-majority markets.

Author Biographies

Nurhilalia Nurhilalia, Politeknik Negeri Ujung Pandang

Politeknik Negeri Ujung Pandang, Indonesia
Muhammad Yusuf, Universitas Bosowa

Universitas Bosowa, Indonesia
Firman Menne, Universitas Bosowa

Universitas Bosowa, Indonesia
Yulia Yunita Yusuf, State University of Makassar

Universitas Negeri Makassar, Indonesia

References

Audrezet, A., de Kerviler, G., & Moulard, J. G. (2020). Authenticity under threat: When social media influencers need to go beyond self-presentation. Journal of Business Research, 117, 557–569. https://doi.org/10.1016/j.jbusres.2018.07.008

Bazeley, P., & Jackson, K. (2013). Qualitative data analysis with NVivo (2nd ed.). SAGE Publications.

Bowen, G. A. (2009). Document analysis as a qualitative research method. Qualitative Research Journal, 9(2), 27–40. https://doi.org/10.3316/QRJ0902027

Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77–101. https://doi.org/10.1191/1478088706qp063oa

Creswell, J. W. (2018). Research design: Qualitative, quantitative, and mixed methods approaches (5th ed.). SAGE Publications.

De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: The impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798–828. https://doi.org/10.1080/02650487.2017.1348035

De Veirman, M., Hudders, L., & Nelson, M. R. (2019). What is influencer marketing and how does it target children? Frontiers in Psychology, 10, 2685. https://doi.org/10.3389/fpsyg.2019.02685

Denzin, N. K., & Lincoln, Y. S. (2018). The SAGE handbook of qualitative research (5th ed.). SAGE Publications.

Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities’ Instagram profiles in influencing purchase decisions. Computers in Human Behavior, 68, 1–7. https://doi.org/10.1016/j.chb.2016.11.009

Djafarova, E., & Trofimenko, O. (2019). Exploring the relationships between self-presentation and perceived authenticity of Instagram influencers. Information, Communication & Society, 22(3), 367–382. https://doi.org/10.1080/1369118X.2017.1414835

Duffett, R. G. (2025). Instagram mega-influencers’ effect on Generation Z’s purchase intention. Journal of Theoretical and Applied Electronic Commerce Research, 20(2), 94–110. https://doi.org/10.3390/jtaer20020094

El-Shihy, D. (2025). Leveraging social media for sustainable fashion. Future Business Journal, 11(1), 25. https://doi.org/10.1186/s43093-025-00529-3

Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of Marketing Management, 15(4), 291–314. https://doi.org/10.1362/026725799784870379

Evans, N. J., Phua, J., Lim, J., & Jun, H. (2017). Disclosing Instagram influencer advertising. Journal of Interactive Advertising, 17(2), 138–149. https://doi.org/10.1080/15252019.2017.1366885

Flick, U. (2014). An introduction to qualitative research (5th ed.). SAGE Publications.

Guest, G., Bunce, A., & Johnson, L. (2006). How many interviews are enough? Field Methods, 18(1), 59–82. https://doi.org/10.1177/1525822X05279903

Handranata, H., & Kalila, A. (2025). Influencer marketing and consumer engagement in digital ecosystems. Journal of Digital Marketing Research, 17(2), 112–129.

Horton, D., & Wohl, R. R. (1956). Mass communication and parasocial interaction. Psychiatry, 19(3), 215–229. https://doi.org/10.1080/00332747.1956.11023049

Hovland, C. I., & Weiss, W. (1951). The influence of source credibility. Public Opinion Quarterly, 15(4), 635–650. https://doi.org/10.1086/266350

Ki, C. W., & Kim, Y. K. (2019). The mechanism by which influencers persuade consumers. Psychology & Marketing, 36(10), 905–922. https://doi.org/10.1002/mar.21244

Ki, C. W. C., Cuevas, L. M., Chong, S. M., & Lim, H. (2020). Influencer marketing as human branding. Journal of Retailing and Consumer Services, 55, 102133. https://doi.org/10.1016/j.jretconser.2020.102133

Kim, D. (2024). The mediating role of source credibility and authenticity. Journal of Retailing and Consumer Services, 76, 103583. https://doi.org/10.1016/j.jretconser.2024.103583

Kim, D., & Kim, S. (2021). Influencer advertising on social media. Journal of Business Research, 130, 405–415. https://doi.org/10.1016/j.jbusres.2020.02.020

Kvale, S., & Brinkmann, S. (2015). InterViews: Learning the craft of qualitative research interviewing (3rd ed.). SAGE Publications.

Labrecque, L. I. (2014). Consumer–brand relationships in social media. Journal of Interactive Marketing, 28(2), 134–148. https://doi.org/10.1016/j.intmar.2013.12.003

Lincoln, Y. S., & Guba, E. G. (1985). Naturalistic inquiry. SAGE Publications.

Lou, C., & Yuan, S. (2019). Influencer marketing and message credibility. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501

Moustakas, C. (1994). Phenomenological research methods. SAGE Publications.

Nowell, L. S., Norris, J. M., White, D. E., & Moules, N. J. (2017). Thematic analysis and trustworthiness. International Journal of Qualitative Methods, 16(1), 1–13. https://doi.org/10.1177/1609406917733847

Obreja, M. (2023). Influencer authenticity from Generation Z perspective. Journal of Media and Communication Studies, 15(4), 233–245. https://doi.org/10.5897/JMCS2023.7793

Ohanian, R. (1990). Celebrity endorsement scale development. Journal of Advertising, 19(3), 39–52. https://doi.org/10.1080/00913367.1990.10673191

Patton, M. Q. (2015). Qualitative research & evaluation methods (4th ed.). SAGE Publications.

Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. micro-influencer. Journal of Business Research, 132, 208–222. https://doi.org/10.1016/j.jbusres.2021.03.061

Singh, R. (2024). Trust and authenticity in influencer marketing. International Journal of Business and Consumer Studies, 12(1), 55–70.

Sokolova, K., & Kefi, H. (2020). Influencer credibility and parasocial interaction. Journal of Retailing and Consumer Services, 53, 101742. https://doi.org/10.1016/j.jretconser.2019.01.011

Tukachinsky, R., & Stever, G. S. (2019). Parasocial engagement theory. Communication Theory, 29(3), 297–318. https://doi.org/10.1093/ct/qty032

Ünalmış, M. (2024). Perceived authenticity and influencer credibility. Journal of Consumer Behaviour, 23(2), 185–197. https://doi.org/10.1002/cb.2162

Van Manen, M. (2016). Researching lived experience (2nd ed.). Routledge. https://doi.org/10.4324/9781315421056

Wang, Y. (2025). Relatability and authenticity in fashion influencer marketing. Journal of Business Research, 168, 104239. https://doi.org/10.1016/j.jbusres.2025.104239

Xiao, M., Wang, R., & Chan-Olmsted, S. (2018). YouTube influencer credibility. Journal of Media Business Studies, 15(3), 188–213. https://doi.org/10.1080/16522354.2018.1501146

Yin, R. K. (2018). Case study research and applications (6th ed.). SAGE Publications.