Impact of Influencer Marketing on Brand Trust

In the digital age, influencer marketing has emerged as a powerful strategy for brands to connect with consumers. This study explores the impact of influencer marketing on brand trust, examining how influencer credibility, authenticity, and engagement influence consumer perception. The research aims to understand the extent to which influencers affect consumer trust in brands, especially on platforms such as Instagram, YouTube, and TikTok. Primary and secondary data were analysed to assess how different types of influencers—macro, micro, and nano—play a role in shaping brand loyalty and purchase decisions. Findings suggest that influencers who maintain transparency, align with brand values, and foster genuine engagement significantly enhance brand trust. Conversely, lack of authenticity or excessive sponsorship can negatively impact trust and credibility. The study concludes that when implemented strategically, influencer marketing can be a vital tool in building strong, trustworthy brand-consumer relationships.