Abstract: This study examines the relationship between the legitimacy of social media influencers and customer trust in brands, emphasizing the significant impact influencers have on modern marketing. In a time when social media has transformed consumer interactions, influencers have become crucial personalities, utilizing their authenticity to cultivate trust and loyalty among consumers. A quantitative cross-sectional survey was conducted with 150 participants aged 18 and older who interact with influencers on platforms like Instagram, YouTube, and TikTok. Data were gathered on influencer credibility, assessed through expertise, trustworthiness, and attractiveness, as well as consumer brand trust. The analysis demonstrated a substantial positive connection (r = 0.75, p < 0.01), signifying that enhanced views of influencer credibility are associated with improved brand trust. This discovery emphasizes the necessity of using reputable influencers in marketing tactics to enhance brand loyalty. The hypothesis testing validated the acceptance of the alternative hypothesis, indicating that influencer credibility greatly affects consumer brand trust. The findings from this research are essential for marketers aiming to enhance consumer relationships and cultivate brand loyalty via strategic influencer collaborations.
Keywords: Social media influencers, Brand Trust, Consumer Loyalty, Influencer Credibility, Marketing Strategies.
Title: The Role of Social Media Influencers in Shaping Brand Trust and Loyalty Among Consumers
Author: Kashvi Talesara
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
Vol. 12, Issue 2, October 2024 - March 2025
Page No: 178-181
Research Publish Journals
Website: www.researchpublish.com
Published Date: 08-January-2025
