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February 27, 2026International Journal of Electronic Business0 citations

CEO as the face of the brand: how parasocial bonds drive consumer trust and purchase intention among Gen Z

ASAriyaporn Sakulsom

Key Points

  • The aim is to investigate how CEO branding can foster consumer trust and enhance purchase intentions, specifically among Gen Z.
  • Qualitative analysis of consumer perceptions regarding CEOs as brand representatives
  • Survey distribution to measure trust and purchase intention
  • Comparison of responses across different brands
  • Stronger parasocial bonds lead to increased consumer trust in brand
  • Higher levels of trust correlate with greater purchase intentions among Gen Z
  • CEO visibility positively impacts brand perception and engagement

Abstract

Inderscience is a global company, a dynamic leading independent journal publisher disseminates the latest research across the broad fields of science, engineering and technology; management, public and business administration; environment, ecological economics and sustainable development; computing, ICT and internet/web services, and related areas.

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Cite This Study

Ariyaporn Sakulsom (2026) studied this question.

synapsesocial.com/papers/69a134b8ed1d949a99abe411https://doi.org/10.1504/ijeb.2026.10076557
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