BEYOND THE SCROLL: HOW MARKETING TURNS ATTENTION INTO TRUST

The article examines how consumer attention on social media can be transformed into brand trust, laying the groundwork for lasting customer relationships. Amid information overload and competition for users’ attention, it explores marketing communication approaches that combine engaging content, practical value, and relevance to audience expectations. The article aims to explain how content and consistent consumer interaction contribute to brand trust and the transition from initial interest to a purchase decision.Particular attention is paid to the content and communication factors that sustain audience interest after the first encounter with a brand’s post. These include useful and credible messages, transparent offers, consistency between brand promises and customer experience, and timely responses to questions and feedback. The article discusses the role of social proof, including reviews, recommendations, and user-generated content, in reducing uncertainty when choosing products or services. It also stresses the need to assess such materials critically and avoid manipulative communication practices.The article further considers approaches to evaluating marketing communication effectiveness. It distinguishes reach and engagement metrics from indicators related to inquiries, conversions, repeat purchases, and customer retention. Views and reactions alone provide insufficient grounds for conclusions about trust or commercial outcomes. The practical value of the article lies in outlining principles for content creation and customer interaction that support stronger brand–consumer relationships. This approach connects the immediate goal of attracting attention with the longer-term objective of developing customer loyalty through credible communication and consistent delivery of value.ReferencesKhalfallah, D., & Keller, V. (2025). Authenticity, ethics, and transparency in virtual influencer marketing: A cross-cultural analysis of consumer trust and engagement: A systematic literature review. Acta Psychologica, 260, Article 105573. https://doi.org/10.1016/j.actpsy.2025.105573(Accessed: October 12, 2026.)Mizukoshi, K. (2026). Exploring the effects of trust and perceived values on consumer brand-related activities (COBRAs): A study of LINE and Facebook users in Japan. Journal of Marketing Analytics, 14(3), 871–884. https://doi.org/10.1057/s41270-025-00405-7(Accessed: October 12, 2026.)Ndhlovu, T., & Maree, T. (2024). The central role of consumer–brand engagement in product and service brand contexts. Journal of Marketing Analytics, 12(4), 944–961. https://doi.org/10.1057/s41270-023-00241-7(Accessed: October 12, 2026.)Spörl-Wang, K., Krause, F., & Henkel, S. (2025). Predictors of social media influencer marketing effectiveness: A comprehensive literature review and meta-analysis. Journal of Business Research, 186, Article 114991. https://doi.org/10.1016/j.jbusres.2024.114991(Accessed: October 12, 2026.)