IMPACT OF INFLUENCER MARKETING ON AUTHENTICITY OF CONSUMER TRUST

The rapid evolution of influencer marketing has transformed digital brand communication by positioning influencers as credible intermediaries who foster trust between brands and consumers. By leveraging personal narratives and perceived authenticity, influencers often enhance customer engagement and trust in brand messaging. However, the increasing use of fraudulent, artificially inflated follower counts generated through bots or purchased accounts has become a critical concern. This practice distorts the true reach and engagement levels of influencer campaigns and undermines the authenticity that forms the foundation of consumer trust. As a result, the credibility of influencer marketing is at risk, challenging its effectiveness as a trustworthy branding strategy in the digital marketplace. This paper thus examines the impact of influencer marketing on the authenticity of customer trust. Drawing on Authenticity Theory, the study employed a quantitative survey research design with 300 active social media users. Data were analyzed using descriptive statistics and multiple regression analysis to test three hypotheses related to the effects of influencer authenticity, vetting practices, and ethical guidelines on consumer trust and behavioral outcomes. Descriptive analysis revealed strong consumer emphasis on authenticity, with statements like “Authenticity is more important than follower count” (M = 4.40, SD = 0.60) and “Transparency increases trust” (M = 4.25, SD = 0.78) receiving high agreement, while influencer follower size alone (M = 3.20, SD = 1.10) was less valued. Regression results confirmed that authenticity positively influences trust (? = 0.72, p < 0.001) and purchase intentions (? = 0.68, p < 0.001). The paper concludes by recommending stricter ethical standards, proactive vetting, and transparent influencer-brand collaborations as essential strategies for preserving credibility in influencer marketing.

0 18 May, 2025

pg: 15

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