Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Sinha, Mudita; Srivastava, Mallika Title A name given to the resource Driving customer brand engagement through augmented reality-induced influencer content among Gen Z: The moderating role of credibility Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2025 Source A related resource from which the described resource is derived Journal of Global Fashion Marketing;Volume;16;Issue;3;pp.386-403 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1080/20932685.2024.2441768" target="_blank" rel="noreferrer noopener">https://doi.org/10.1080/20932685.2024.2441768</a> <br /><br /><a href="https://www.scopus.com/pages/publications/85217851145?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/85217851145?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Sinha M., School of Business and Management, Christ University, Bangalore, India; Srivastava M., School of Business Management, SVKMs Narsee Monjee Institute of Management Studies, Bangalore, India Description An account of the resource The present study investigates the impact of Augmented reality-induced influencer content moderated by the influencers credibility, steering to word of mouth trailed by purchase intentions of Gen Z in the fashion industry. This study employs a conceptual model grounded on the theory of social power and the S-O-R model with the moderating role of credibility. Data was gathered from 423 samples. To test the dimensionality of Augmented reality-induced influencer content, exploratory factor analysis with principal component analysis and Varimax orthogonal rotation was adopted. SPSS version 22.0 and AMOS version 20 were used for data analysis. The studys findings indicate that following influencers generates favorable brand effects, such as increased social power and higher purchase intentions, by fostering familiarity and internalizing behavioral intents. Credibility is vital in influencing views and promoting electronic word-of-mouth through interactions between audiences and influencers. Brands have significant chances to engage Generation Z with genuine content by utilizing influencer marketing facilitated by augmented reality. Therefore, the study concludes that Augmented reality-induced influencer content encourages consumers to engage actively and positively drives them toward brand outcomes. 2025 Korean Scholars of Marketing Science. Subject The topic of the resource Augmented reality; credibility; customer brand engagement; e word of mouth; influencer marketing Publisher An entity responsible for making the resource available Routledge Relation A related resource ISSN: 20932685; Language A language of the resource English Type The nature or genre of the resource Article Rights Information about rights held in and over the resource Restricted Access; Hardcopy may be available in the library Format The file format, physical medium, or dimensions of the resource online