INFLUENCE OF TRUST AND AUTHENTICITY ON INFLUENCER MARKETING

Abstract

The interaction between trust and authenticity significantly influences consumer decision-making. Authentic communication fosters trust, while trust enhances message credibility and persuasion effectiveness. Together, these factors impact consumer attitudes, brand perception, engagement behavior (likes, shares, comments), and ultimately purchase behavior. Particularly among younger demographics, who rely heavily on peer-generated content, influencer authenticity often outweighs traditional advertising appeals. . Transparency in disclosures further strengthens this trust. Trust and authenticity in influencer marketing drive higher engagement, foster long-term customer loyalty, and significantly boost conversion rates by replacing polished ads with genuine, relatable, and transparent recommendations. Authentic partnerships build credibility, allowing audiences to trust influencer endorsements, which improves brand perception and drives purchasing decisions.