The Role of Instagram Influencers in Shaping Consumer Trust Towards Emerging Brands

This study examines the role of Instagram influencers in shaping consumer trust toward emerging brands, with a particular focus on users in the Mumbai region. Social media platforms, especially Instagram, have become critical in modern branding due to their visual appeal, interactive features, and influencer-driven content. Through a descriptive research design and purposive sampling of 345 respondents, this research evaluates how influencer credibility and engagement impact brand perception and consumer behavior. Primary data was collected via a structured questionnaire, supported by secondary sources. The findings aim to highlight influencer marketing’s effectiveness in building trust for new brands.