The Future of Influencer Marketing: Trust, Authenticity, and Consumer Behavior in the Social Media Age

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Trust and authenticity significantly influence consumer purchasing decisions, highlighting their importance in marketing strategies.
The study involved in-depth interviews with twenty active social media users to understand their reactions to influencer content.
Insights emphasize that perceived expertise and ethical transparency are key factors in building trust with consumers.
Commercial pressures and audience skepticism pose challenges to sustaining influencer credibility in a competitive digital landscape.

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Qualitative analysis reveals trust and authenticity shape consumer attitudes in social media, indicating brands must adapt strategies.

Nazara et al. (2025) studied this question.

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