INFLUENCER AUTHENTICITY AS A CATALYST FOR BRAND TRUST: ANALYZING ITS IMPACT ON CONSUMER PERCEPTION
DOI:
https://doi.org/10.29121/shodhkosh.v5.i6.2024.3329Keywords:
Influencer Marketing, Authenticity, Brand Trust, Consumer Perception, Social Media, Brand LoyaltyAbstract [English]
The growing influence of social media and digital platforms has led to a significant shift in consumer behavior, with influencers emerging as key players in shaping brand perception and consumer trust. This paper explores the role of influencer authenticity in fostering brand trust, examining how perceived genuineness and transparency affect consumer attitudes toward brands endorsed by influencers. Through a comprehensive analysis of consumer perception and behavior, the study identifies key factors that contribute to the effectiveness of influencer marketing. By integrating insights from consumer psychology and marketing theory, the paper highlights the importance of authenticity in creating long-term brand loyalty and consumer trust. It also discusses the implications for brands and influencers in cultivating genuine connections with their audience to enhance brand equity and reputation.
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