Influencer Culture and Consumer Behavior: The Rise of Digital Trust in Social Media Marketing

This research investigates the influence of influencer culture and digital trust on consumer behavior in social media marketing. Influence plays a large role through social media platforms because traditional advertising no longer works effectively. This investigation explains how influencers earn trust through honest advertising and real follower communication to build purchase interests among consumers. The study uses surveys plus interviews to determine that consumers favor influencer recommendations over firm ads since influencers set up personal bonds and show genuine advice. Research shows that brands must be open with customers and answer their messages to develop secure customer relationships that last. This study provides useful guidance for brands that want to use social media influencers to promote their products.