The effect of motherhood on consumers' brand attitude and purchase intention on social media: The mediating role of perceived authenticity and perceived motivation

Today, influencers play a key role in social media marketing. Studies of influencer marketing show the importance of collaborating with influencers to reach target audiences. The aim of this study was to develop a better understanding of the role of motherhood, consumers' perceptions about influencers' authenticity and motives, and the effects of these perceptions on consumers' purchase intention and brand attitude. In this thesis, the positive effect of motherhood on consumers' perceptions and decisions is tested through experimental design. We conducted a mediational model in which a child status of an influencer impacts perceived authenticity which, in turn, affects perceived motivation, ultimately, influences consumers' purchase intention and brand attitude. An online survey conducted via Instagram provided quantitative data from 660 participants. Findings of the experimental study show that influencer who has a child is found more authentic and perception of high authenticity increase consumers' perception about intrinsic motivation. Moreover, the perception of high authenticity and intrinsic motivations affect consumers' purchase intention and brand attitude.