THE IMPACT OF INFLUENCER MARKETING ON CONSUMER TRUST

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ID: 312555
2023
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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.
Reference Key
imported_1777025266_69eb40f262f8b Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Dr. Shahid Nadeem, Ms. Zainab Iqbal
Journal International Journal of Multidisciplinary Research
Year 2023
DOI
DOI not found
URL
https://theijmr.com/index.php/ijmr/article/view/9
Keywords Keywords not found

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