Influencer Marketing and Trust in the Era of Deepfakes

ABSTRACT The rise of influencer marketing has transformed digital communication, enabling brands to engage directly with consumers through trusted social media figures. However, the advent of deepfake technology poses new challenges to authenticity, credibility, and trust. This conceptual paper explores how deepfakes influence the dynamics of influencer marketing, particularly in shaping consumer trust. Drawing on signaling theory, source credibility theory, and trust repair mechanisms, the paper develops a conceptual framework linking deepfake risks, trust erosion, and trust restoration strategies in influencer marketing. Managerial and policy implications are outlined for brands, influencers, and regulators. Future research directions are proposed, focusing on consumer psychology, digital trust-building mechanisms, and regulatory frameworks in the era of synthetic media. Keywords Influencer Marketing, Trust, Deepfakes, Digital Communication, Consumer Psychology, Brand Strategy