Influencer Credibility, AI Personalization, and Authenticity Affect Trust, Purchase Intention, Loyalty among Brazilian Fintech Users

Authors

  • Rafael Porto Universidade Federal do Rio Grande do Sul Author
  • Mateus Ponchio Universidade Federal do Rio Grande do Sul Author
  • Claudimar Pereira da Veiga Pereira Universidade Federal do Rio Grande do Sul Author

DOI:

https://doi.org/10.71154/jwxah053

Keywords:

Artificial Intelligence Personalization, Brand Authenticity, Customer Trust, Influencer Credibility

Abstract

This study examines how social media influencer credibility, AI-powered personalization, and brand authenticity shape customer trust and subsequent behavioral outcomes among Brazilian fintech users. Using survey data and structural equation modeling, the research tests a trust-centered framework linking three contemporary marketing drivers to purchase intention and brand loyalty through an intervening trust mechanism. The results indicate that all three antecedents significantly enhance customer trust, confirming the relevance of social, technological, and symbolic cues in digital financial services. Customer trust, in turn, strongly predicts both purchase intention and brand loyalty, highlighting its dual role in short-term adoption and long-term relationship formation. These findings demonstrate that fintech marketing effectiveness depends on the integration of credible social influence, intelligent personalization, and authentic brand communication. The study contributes theoretically by extending trust-based marketing models into fintech contexts and by clarifying how multiple digital signals converge to influence behavior. Managerially, the results suggest that fintech firms should prioritize influencer selection, invest in explainable AI personalization, and communicate transparent brand values to strengthen trust. Despite its contributions, the study is limited by its cross-sectional design and self-reported data. Future research may apply longitudinal approaches, compare countries, and incorporate actual usage behavior.

Downloads

Download data is not yet available.

References

Alalwan, A. A., Dwivedi, Y. K., Rana, N. P., & Simintiras, A. C. (2020). Consumer engagement with social media marketing: A systematic review. International Journal of Information Management, 53, 102135. https://doi.org/10.1016/j.ijinfomgt.2020.102135

Anggraeni, O., Puspasari, E., Triyono, B., Hasibuan, R. R., Perwita, D., & Mulasiwi, C. M. (2025). Inclusive Economic Education for Empowering Local Tourism MSMES Through Human Capital and Innovation in The Lake Toba Region. Modern Economic Science, 47(6), 77-99.

Arner, D. W., Barberis, J. N., & Buckley, R. P. (2020). The evolution of fintech: A new post-crisis paradigm. Georgetown Journal of International Law, 51(4), 1271–1319.

Ba, S., & Pavlou, P. A. (2021). Evidence of the effect of trust building technology in electronic markets. MIS Quarterly, 26(3), 243–268. https://doi.org/10.2307/4132332

Beckman, T., Kumar, A., & Kim, Y. K. (2020). The impact of brand authenticity on brand trust and loyalty. Journal of Retailing and Consumer Services, 55, 102087. https://doi.org/10.1016/j.jretconser.2020.102087

Beldad, A., de Jong, M., & Steehouder, M. (2010). How shall I trust the faceless and the intangible? Computers in Human Behavior, 26(5), 857–869. https://doi.org/10.1016/j.chb.2010.03.013

Berger, J., Humphreys, A., Ludwig, S., Moe, W. W., Netzer, O., & Schweidel, D. A. (2020). Uniting the tribes: Using text for marketing insight. Journal of Marketing, 84(1), 1–25.

https://doi.org/10.1177/0022242919873106

Bleier, A., Harmeling, C. M., & Palmatier, R. W. (2020). Creating effective online customer experiences. Journal of Marketing, 83(2), 98–119. https://doi.org/10.1177/0022242918809930

Breves, P. L., Liebers, N., Abt, M., & Kunze, A. (2019). The perceived fit between Instagram influencers and the endorsed brand. Journal of Advertising, 48(4), 440–454. https://doi.org/10.1080/00913367.2019.1636979

Bruhn, M., Schoenmüller, V., Schäfer, D., & Heinrich, D. (2020). Brand authenticity: Towards a conceptual framework. Journal of Brand Management, 27(2), 122–136. https://doi.org/10.1057/s41262-019-00154-x

Chung, N., Namkung, Y., & Koo, C. (2022). Effects of personalization on trust and loyalty in mobile banking. International Journal of Bank Marketing, 40(2), 312–330. https://doi.org/10.1108/IJBM-02-2021-0063

Connelly, B. L., Certo, S. T., Ireland, R. D., & Reutzel, C. R. (2011). Signaling theory. Journal of Management, 37(1), 39–67. https://doi.org/10.1177/0149206310388419

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

Dwivedi, Y. K., et al. (2021). Setting the future of digital marketing research. International Journal of Information Management, 59, 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168

Erdogan, B. Z., Coughlan, A. T., & Fonacier, C. (2021). Endorser effectiveness. Journal of the Academy of Marketing Science, 49(4), 731–752. https://doi.org/10.1007/s11747-021-00769-1

Gefen, D., Benbasat, I., & Pavlou, P. A. (2020). A research agenda for trust in online environments. Journal of Management Information Systems, 37(2), 389–414. https://doi.org/10.1080/07421222.2020.1751864

Hasanah, Y. N., Anggraeni, O., Suwali, S., Kusnaman, D., Hasibuan, R. R., & Efendi, B. (2025). Entrepreneurial marketing and marketing performance in gen z entrepreneurs: exploring the mediating pathways to entrepreneurial resilience. Journal of Ecohumanism, 4(1), 3583-3602.

Hasibuan, R. R., Suliyanto, S., & Novandari, W. (2025). Bridging Digital Marketing and Tourism Development: The Role of Social Media Marketing in Enhancing Business Performance. African Journal of Hospitality, Tourism and Leisure, 14(2), 351-360.

Hasibuan, R. R. (2024). Dampak personal branding dan influencer marketing terhadap keputusan pembelian konsumen generasi z. House of Management and Business (HOMBIS) Journal, 3(2), 57-62.

Hasibuan, R. R., & Najmudin, N. (2024). Content marketing, customer engagement on marketing performance mediated by digital marketing in batik MSMEs in Banyumas Regency. International Journal of Economics, Business and Innovation Research, 3(03), 287-304.

Hasibuan, R. R., Sabil, S., Pamikatsih, M., & Latif, E. A. (2024). The Impact of Human Resource Management on Financial Performance: A Case Study in the Manufacturing Industry. International Journal of Technology and Education Research, 2(03), 64-76.

Hasibuan, R. R., & Sudarto, S. (2024). The Role of Digital Capability and Social Media Engagement in Mediating Entrepreneurial Marketing on MSME Marketing Performance in Banyumas Regency. International Journal of Business and Quality Research, 2(04), 39-56.

Hasibuan, R. R., Novandari, W., & Setyanto, R. P. (2024). The role of digital literacy on the social media performance of batik MSMEs with digital capability as an intervening variable. International Journal of Business and Quality Research, 2(03), 39-54.

Hasibuan, R. R. (2022). The Impact of Dental Satisfaction Questionnaire (DSQ) and Word of Mouth on Patient Satisfaction Educational Dental and Oral Hospital. Telaah Bisnis, 23(2), 129-143.

Huang, M.-H., & Rust, R. T. (2021). Artificial intelligence in service. Journal of Service Research, 24(1), 3–20.

https://doi.org/10.1177/1094670520902266

Jiménez-Barreto, J., Rubio, N., & Campo, S. (2020). The role of brand authenticity. Journal of Business Research, 113, 394–404. https://doi.org/10.1016/j.jbusres.2019.10.059

Ki, C. W., Cuevas, L. M., Chong, S. M., & Lim, H. (2020). Influencer marketing. Journal of Interactive Advertising, 20(1), 76–91. https://doi.org/10.1080/15252019.2020.1733503

Koay, K. Y., Ong, D. L. T., Khoo, K. L., & Yeoh, H. J. (2022). Trust and loyalty in mobile banking. Service Industries Journal, 42(1–2), 27–52. https://doi.org/10.1080/02642069.2020.1820033

Lou, C., & Yuan, S. (2019). Influencer marketing. Journal of Interactive Advertising, 19(1), 58–73.

https://doi.org/10.1080/15252019.2018.1533501

Mikalef, P., et al. (2021). Artificial intelligence in marketing. Journal of Business Research, 129, 314–326.

https://doi.org/10.1016/j.jbusres.2020.09.059

Morhart, F., et al. (2020). Brand authenticity. Journal of Consumer Psychology, 30(2), 353–369.

https://doi.org/10.1002/jcpy.1138

Puntoni, S., et al. (2021). Consumers and artificial intelligence. Journal of Marketing, 85(1), 1–22.

https://doi.org/10.1177/0022242920953845

Shen, H., & Kim, J. (2022). The impact of brand authenticity on mobile app trust. Journal of Retailing and Consumer Services, 67, 102974. https://doi.org/10.1016/j.jretconser.2022.102974

Talwar, S., et al. (2020). Point of adoption of fintech. Technological Forecasting and Social Change, 163, 120537.

https://doi.org/10.1016/j.techfore.2020.120537

Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2021). Digital transformation. Journal of Marketing, 85(1), 1–27. https://doi.org/10.1177/0022242920953845

Xiao, M., Wang, R., & Chan-Olmsted, S. (2022). Influencer marketing effectiveness. Journal of Interactive Advertising, 22(1), 3–18. https://doi.org/10.1080/15252019.2021.1972474

Yu, X., Chen, Y., & Nguyen, B. (2022). Trust and engagement in mobile banking. International Journal of Bank Marketing, 40(6), 1231–1248. https://doi.org/10.1108/IJBM-03-2021-0105

Downloads

Published

2026-03-14

Issue

Vol. 3 No. 1 (2026): March

Section

Articles

License

Copyright (c) 2026 International Journal Business and Entrepreneurship

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

Porto, R., Ponchio, M., & Pereira, C. P. da V. (2026). Influencer Credibility, AI Personalization, and Authenticity Affect Trust, Purchase Intention, Loyalty among Brazilian Fintech Users. International Journal Business and Entrepreneurship, 3(1), 18-34. https://doi.org/10.71154/jwxah053

Similar Articles

You may also start an advanced similarity search for this article.