THE IMPACT OF INFLUENCER MARKETING ON CONSUMER TRUST

Authors

  • Dr. Shahid Nadeem Department of Marketing, University of Karachi, Pakistan.
  • Ms. Zainab Iqbal School of Business and Economics, Lahore University of Management Sciences (LUMS), Pakistan.

Keywords:

Influencer Marketing, Consumer Trust, Social Media Advertising, Purchase Intention

Abstract

Influencer marketing has become a pivotal strategy in digital advertising, especially within emerging markets like Pakistan. This study investigates the impact of influencer marketing on consumer trust, focusing on social media platforms widely used by Pakistani consumers. The research explores how influencer credibility, authenticity, and engagement affect consumer trust and purchase intentions. Utilizing survey data collected from 400 Pakistani social media users, the study applies quantitative analysis to assess the relationship between influencer marketing variables and consumer trust levels. Findings reveal that influencer authenticity and expertise significantly enhance consumer trust, which in turn positively influences purchase intentions. The study offers practical implications for marketers aiming to optimize influencer collaborations in Pakistan’s unique digital ecosystem.

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Published

2023-06-30

Issue

Vol. 1 No. 2 (2023): International Journal of Multidisciplinary Research

Section

Articles