Impact Of Influencer Marketing On Consumer Trust And Brand Loyalty In The Digital Era

DOI

10.2991/978-94-6463-978-0_41How to use a DOI?

Keywords

Influencer marketing; consumer trust; brand loyalty; authenticity; digital branding; social media marketing

Abstract

The practice of influencer marketing has evolved in a very dynamic manner in contemporary digital branding, which has changed the contemporary interaction process with products and services. Unlike the traditional advertising process, which evokes distrust in consumers, the impact of influence-driven campaigns using the benefits of parasocial relations and perceived authenticity of the digital personalities increases engagement. This study explores the fact that influencer marketing enhances customer loyalty and confidence in a brand amid the contemporary digital era. The research introduces an idea of a model that links credibility, authenticity, consumer trust, and brand loyalty of the influencers through the Source Credibility Theory and any other theory, called the Parasocial Interaction Theory. The hypotheses are tested using a sample of digitally involved consumers through a quantitative methodology, which uses survey data and Structural Equation Modelling (SEM). Findings of the research suggest that customer trust and the influencer and their authenticity/legitimacy a significant factor that affects the transmission of brand loyalty, which consequently is a moderating factor in the enhancement of brand loyalty. The paper stresses that although influencers can spur short-term brand interaction, brand loyalty in the long term requires a balance between general and promotional communication. This study contributes to the marketing literature as it presents empirical evidence of a developing economy as well as useful insights to businesses looking to build sustainable consumer relationships in a competitive digital world.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Pradnya Dalavi
AU  - Ganesh Waghmare
AU  - Ravindra Khedkar
PY  - 2025
DA  - 2025/12/31
TI  - Impact Of Influencer Marketing On Consumer Trust And Brand Loyalty In The Digital Era
BT  - Proceedings of the 1st Engineering Data Analytics and Management Conference (EAMCON 2025)
PB  - Atlantis Press
SP  - 473
EP  - 486
SN  - 2352-5401
UR  - https://doi.org/10.2991/978-94-6463-978-0_41
DO  - 10.2991/978-94-6463-978-0_41
ID  - Dalavi2025
ER  -