Abstract

Avoiding influencer is now becoming a new trend that has attracted a lot of attention. Due to usual influencer marketing activity explicitly advising their customer to buy certain products they advertised. This study provides the avoiding influencer advertisement how gen-z consumers see them as credibility and advertisement source. This study conducted a survey collected data from 240 Gen Z individuals who are actively using social media as main channels. We examined survey through Likert-scaled online questionnaires, used simple random sampling method. All date were analyzed using Smart-PLS 4. The findings aimed to indicate what variables and factors influencing on social media influencer avoiding behavior on Gen-Z consumers. Additionally, this study proposes measurement of credibility of social media influencer purchase intention as well. Moreover, this study focused on how Gen Z consumers evaluate social media influencer’s credibility such as personality, sponsorship, and ethics.