Trust and Credibility in Influencer Marketing: Consumer Purchase Decision

Abstract: Influencer marketing plays a crucial role in engaging consumers in the digital era. This study examines how trust and credibility in influencer marketing impact consumer perceptions and interactions with promoted products. Key influencer attributes, such as authenticity (perceived genuineness), expertise (knowledge demonstrated), and physical attractiveness, are analyzed for their effects on customer trust and purchase decisions. The research also explores demographic differences in perceiving influencer credibility, revealing how various consumer segments respond to marketing efforts. Findings highlight authenticity as the most influential factor driving consumer trust, followed by expertise and attractiveness, which vary in importance based on the audience. These insights emphasize the need for genuine and trustworthy connections between influencers and consumers to foster engagement and achieve marketing success. This study significantly contributes to the growing body of research on influencer marketing by uncovering the interplay of influencer characteristics, consumer trust, and engagement across diverse demographics. Keywords: Influencer Marketing, Consumer Trust, Credibility, Authenticity, Expertise, Attractiveness, Demographic Differences, Purchasing Decisions, Consumer Engagement, Digital Marketing