Influencer Marketing: Building Trust or Selling Illusions?

Abstract Influencer marketing has emerged as a dominant strategy in the digital marketing landscape, driven by the rapid growth of social media platforms such as Instagram and YouTube. This study examines whether influencer marketing genuinely builds consumer trust or creates misleading perceptions through paid promotions. The research focuses on consumer awareness, trust levels, and the impact of influencer credibility on purchase decisions. Primary data was collected through a structured survey of over 100 respondents to understand their perception of influencer content, disclosure transparency, and reliance on recommendations. The findings indicate that while influencer marketing can enhance engagement, lack of transparency reduces trust. The study concludes that influencer marketing is a powerful but double-edged tool where authenticity plays a key role.