Authenticity in Action: The Mediating Role of Trust, Engagement, and Emotional Connection in Influencer Marketing on Bilibili

The rise of social media platforms like Bilibili has transformed how Chinese consumers make purchasing decisions, especially in the digital 3C (Computer, Communication, Consumer Electronics) product category. This study explores how the Perceived Authenticity of influencers affects consumer Purchasing Behavior and examines the mediating roles of Follower Trust, Engagement, and Emotional Connection. A quantitative research method was adopted, with data collected through structured online survey from 177 Chinese users who follow digital 3C influencers on Bilibili. The data were analyzed using SPSS, including descriptive statistics, reliability analysis, factor analysis, and mediation regression tests. The findings show that Perceived Authenticity has a strong positive effect on consumer Purchasing Behavior. This effect is partially mediated by Follower Trust, Engagement, and Emotional Connection. Among these three mediators, Trust had the strongest influence, suggesting that when followers see influencers as authentic, they are more likely to feel a sense of reliability and confidence in them. This kind of trust plays an important role in turning Perceived Authenticity into real Purchasing Behavior. Engagement and Emotional Connection also played meaningful roles, showing that interactive actions and emotional ties help reinforce the persuasive power of influencer marketing. This study adds to the expanding research on influencer marketing in China by providing a detailed understanding of how Perceived Authenticity functions through Trust, Engagement, and Emotional Connection. The insights may help marketers and brands refine their influencer strategies to build stronger, more meaningful relationships with consumers in the digital 3C space in China.