Analyzing the Impact of Authenticity in Influencer Marketing: A Comprehensive Study of Consumer Trust and Engagement

Authors

Vaishnavi Yadav

Abstract

Influencer marketing has been a well-known tactic used by brands to connect and interact with their target demographic in recent years. Authenticity has grown more and more important in influencing customer perceptions, trust, and engagement in the context of the proliferation of influencer material across multiple platforms. This thesis explores the complex dynamics of authenticity in the context of influencer marketing and how it affects customer behavior. This study aims to provide a thorough analysis of how consumer trust and engagement are affected by authenticity in the context of influencer marketing efforts. This study intends to clarify the fundamental mechanisms via which authenticity functions and its consequences for brand-consumer relationships by undertaking a thorough investigation. The study employs a mixed-methods approach in its research methodology, incorporating both qualitative and quantitative methodologies to offer a comprehensive insight of customer views and behaviors. The study will utilize qualitative techniques, including in-depth interviews and content analysis, to investigate the various aspects of authenticity in influencer content. Simultaneously, surveys with quantitative questions will be employed to collect copious amounts of data regarding consumer attitudes, trust levels, and engagement patterns concerning genuine versus fake influencer content. This dissertation's theoretical framework clarifies important ideas like authenticity, trust, persuasion, and customer engagement by drawing on pertinent research from the domains of psychology, sociology, and marketing. The goal of this research is to create a thorough theoretical framework for examining authenticity in influencer marketing by combining current ideas with actual data The dissertation will look at how consumers build trust and interact with influencer content in relation to several aspects of authenticity, such as perceived sincerity, relatability, transparency, and consistency. To determine their moderating impacts on authenticity perceptions, the role of contextual elements such influencer type, content format, and brand alignment will also be investigated. This study attempts to provide actionable insights and useful consequences for marketers looking to successfully use authenticity in influencer marketing tactics through thorough data analysis and interpretation. This study aims to expand theoretical understanding in marketing by clarifying the factors that drive customer trust and engagement. Additionally, it provides strategic advice for improving the efficacy and authenticity of influencer marketing efforts.

Keywords

Consumer Trust, Consumer Engagement, Influencer Marketing, Brand-Consumer Relationships, Engagement Patterns

Analyzing the Impact of Authenticity in Influencer Marketing: A Comprehensive Study of Consumer Trust and Engagement. Vaishnavi Yadav. 2024. IJIRCT, Volume 10, Issue 2. Pages 1-7. https://www.ijirct.org/viewPaper.php?paperId=2404032