A STUDY ON ANALYSIS OF INFLUENCER MARKETING AND ITS IMPACT ON CONSUMER TRUST IN THE DIGITAL AGE 2025 26

This study focuses on understanding the impact of influencer marketing on consumer trust in the present digital marketing environment. Social media influencers have become an important source of information for consumers, especially when making purchase decisions. As more brands use influencers to promote their products, it is necessary to understand how much consumers trust such promotions and what factors influence their trust. The study follows a descriptive research design. Primary data were collected from 50 respondents using a structured questionnaire. The questionnaire was prepared to collect information about consumer opinions on influencer honesty, transparency, product knowledge, and promotional practices. The collected data were analyzed using simple statistical tools such as percentage analysis, average score analysis, and satisfaction analysis. In addition, Chi-square test and One-Way Analysis of Variance (ANOVA) were used to study the relationship between consumer trust and different influencer-related factors. The results of the study show that consumers tend to trust influencers who are honest and transparent in their promotions. Influencers who clearly mention sponsored content and share real product experiences are viewed as more reliable. Good product knowledge and clear communication also help in building consumer trust. On the other hand, consumer trust decreases when influencers give fake or exaggerated reviews, make claims without proof, promote too many paid advertisements, or fail to clearly disclose promotional content. The study also finds that many consumers do not depend only on influencer recommendations. Before purchasing a product, they prefer to check other customer reviews and ratings available online. This behavior shows that consumers are careful and sometimes doubtful about influencer promotions. Overall, the study concludes that influencer marketing can be effective only when ethical practices are followed. Trust can be built and maintained when influencers and brands communicate honestly, remain transparent in their promotions, and promote products responsibly. Ethical influencer marketing helps in creating long-term trust and positive relationships between consumers, influencers, and brands.