Building consumer trust: key factors shaping responses to influencer marketing campaign

Trustworthiness has emerged as a fundamental determinant in shaping consumer responses to influencer marketing campaigns, influencing how audiences perceive and engage with promotional content. Current data underscores that 63% of consumers in developed nations feel deceived by influencers who do not disclose paid partnerships, contributing to heightened distrust and scepticism. This figure was derived from a consumer survey which surveyed 1,500 social media users across five developed nations (United States, United Kingdom, Germany, Canada, and Australia). Conversely, 67% of millennials and Gen Z in developing countries, such as Malaysia, express a degree of trust in influencer endorsements, but this trust is contingent upon the influencer's perceived authenticity and transparency. This study aims to examine the influence of influencer expertise, authenticity, transparency, relatability, and emotional appeal on consumer trust in influencer marketing. By focusing on these trustworthiness factors, the research explores how they shape consumer attitudes, engagement, and purchase intentions, particularly across culturally diverse Southeast Asian settings. The findings indicate that influencers who exhibit transparency and demonstrate substantive expertise cultivate a stronger sense of credibility, which in turn positively influences consumer behaviour. Conversely, perceived dishonesty or opacity in such engagements markedly diminishes the efficacy of marketing efforts. For practitioners, the implications are clear: successful marketing campaigns necessitate partnerships with influencers who embody transparency, authenticity and demonstrated expertise, as these qualities are instrumental in fostering enhanced consumer engagement and brand loyalty.