The Future of Influencer Marketing: Trust, Authenticity, and Consumer Behavior in the Social Media Age | Jurnal Informatika Ekonomi Bisnis

Journal Content

Search

Search Scope

Browse

Information

Current Issue

Template
Similarity Checker

Member of

Statistics

The Future of Influencer Marketing: Trust, Authenticity, and Consumer Behavior in the Social Media Age

Desman Serius Nazara Stikes Haga Nias Hartanti Nugrahaningsih Universitas IBN Khaldun Bogor Fatimah Abdillah Institut Bisnis dan Informatika Kesatuan DOI: https://doi.org/10.37034/infeb.v7i2.1138 Keywords: Influencer Marketing, Trust, Consumer Behavior, Parasocial Interaction, Social Media Abstract The rapid rise of influencer marketing has reshaped the landscape of consumer engagement, particularly in the social media age where trust and authenticity play critical roles in shaping purchasing behavior. This study explores how consumers perceive and respond to trust and authenticity in influencer content and how these perceptions influence decision-making processes. Utilizing a qualitative research design, in-depth semi-structured interviews were conducted with twenty active social media users to gain insights into their emotional, cognitive, and behavioral responses to influencer marketing. Thematic analysis revealed that trust is primarily built through perceived expertise, consistency, and ethical transparency, while authenticity is constructed through personal storytelling, value alignment, and selective brand endorsement. The findings also highlight the significant influence of emotional engagement and parasocial interaction in fostering consumer loyalty. Despite these positive dynamics, challenges such as commercial pressures, algorithmic content distortion, and audience skepticism threaten the sustainability of influencer credibility. The study contributes to the growing body of literature on digital consumer behavior and offers practical implications for brands and influencers striving to maintain authentic connections in an increasingly competitive digital environment. Downloads Download data is not yet available. References Boerman, S. C., Willemsen, L. M., & Van Der Aa, E. P. (2017). This Post Is Sponsored: Effects of Sponsorship Disclosure On Persuasion Knowledge and Electronic Word of Mouth In The Context of Facebook. Journal of Interactive Marketing, 38, 82–92. DOI: https://doi.org/10.1016/j.intmar.2016.12.002 . De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing Through Instagram Influencers: The Impact of Number of Followers and Product Divergence on Brand Attitude. International Journal of Advertising, 36(5), 798–828. DOI: https://doi.org/10.1080/02650487.2017.1348035 . Djafarova, E., & Rushworth, C. (2017). Exploring The Credibility of Online Celebrities’ Instagram Profiles In Influencing The Purchase Decisions of Young Female Users. Computers in Human Behavior, 68, 1–7. DOI: https://doi.org/10.1016/j.chb.2016.11.009 . Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19(1), 58–73. DOI: https://doi.org/10.1080/15252019.2018.1533501 . Sokolova, K., & Kefi, H. (2020). Instagram and Youtube Bloggers Promote It, Why Should I Buy? How Credibility and Parasocial Interaction Influence Purchase Intentions. Journal of Retailing and Consumer Services, 53, 101742. DOI: https://doi.org/10.1016/j.jretconser.2019.01.011 . Ki, C. W., Cuevas, L. M., Chong, S. M., & Lim, H. S. (2020). Influencer Marketing: Social Media Influencers as Human Brands Attaching to Followers and Yielding Positive Marketing Results by Fulfilling Needs. Journal of Retailing and Consumer Services, 55, 102133. DOI: https://doi.org/10.1016/j.jretconser.2020.102133 . Jin, S. V., Muqaddam, A., & Ryu, E. (2019). Instafamous and Social Media Influencer Marketing. Marketing Intelligence & Planning, 37(5), 567–579. DOI: https://doi.org/10.1108/MIP-09-2018-0375 . Kim, D., & Kim, S. (2021). Influencer Credibility on Instagram: Establishing A Scale and Examining Its Impact on Purchase Intentions and Brand Attitudes. Fashion and Textiles, 8(1), 1–21. DOI: https://doi.org/10.1186/s40691-021-00261-8 . Audrezet, A., de Kerviler, G., & Moulard, J. G. (2018). Authenticity Under Threat: When Social Media Influencers Need to Go Beyond Self-Presentation. Journal of Business Research, 117, 557–569. DOI: https://doi.org/10.1016/j.jbusres.2018.07.008 . Abidin, C. (2016). Aren’t These Just Young, Rich Women Doing Vain Things Online?: Influencer Selfies as Subversive Frivolity. Social Media & Society, 2(2), 1–17. DOI: https://doi.org/10.1177/2056305116641342 . Marwick, A. E., & Boyd, D. (2011). To See and Be Seen: Celebrity Practice On Twitter. Convergence, 17(2), 139–158. DOI: https://doi.org/10.1177/1354856510394539 . Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2020). Influencers On Instagram: Antecedents and Consequences of Opinion Leadership. Journal of Business Research, 117, 510–519. DOI: https://doi.org/10.1016/j.jbusres.2018.07.005 . Lee, J. E., & Eastin, M. S. (2020). I Like What She’s #Endorsing: The Impact of Female Social Media Influencers’ Perceived Sincerity, Consumer Envy, and Product Type. International Journal of Advertising, 39(3), 383–411. DOI: https://doi.org/10.1080/02650487.2019.1625938 . Ohanian, R. (1990). Construction And Validation of A Scale to Measure Celebrity Endorsers’ Perceived Expertise, Trustworthiness, And Attractiveness. Journal of Advertising, 19(3), 39–52. DOI: https://doi.org/10.1080/00913367.1990.10673191 . Reinikainen, H., Kari, J. T., & Luoma‐aho, V. (2020). Trust and Credibility In Influencer Marketing: Understanding The Role of Parasocial Relationships and Social Media Influencers’ Content. Journal of Theoretical and Applied Electronic Commerce Research, 15(1), 118–136. DOI: https://doi.org/10.4067/S0718-18762020000100109 . Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity Vs. Influencer Endorsements In Advertising: The Role of Identification, Credibility, and Product-Endorser Fit. International Journal of Advertising, 39(2), 258–281. DOI: https://doi.org/10.1080/02650487.2019.1634898 . van Driel, L., & Dumitrica, D. (2021). Selling Brands While Staying Authentic: The Professionalization of Instagram Influencers. Convergence, 27(1), 66–84. DOI: https://doi.org/10.1177/1354856518818930 . Enke, N., & Borchers, N. S. (2019). Social Media Influencers In Strategic Communication: A Conceptual Framework for Strategic Social Media Influencer Communication. International Journal of Strategic Communication, 13(4), 261–277. DOI: https://doi.org/10.1080/1553118X.2019.1620234 . Horton, D., & Wohl, R. R. (1956). Mass Communication and Parasocial Interaction: Observations On Intimacy at A Distance. Psychiatry, 19(3), 215–229. DOI: https://doi.org/10.1080/00332747.1956.11023049 . Chung, S., & Cho, H. (2017). Fostering Parasocial Relationships With Celebrities On Social Media: Implications for Celebrity Endorsement. Psychology & Marketing, 34(4), 481–495. DOI: https://doi.org/10.1002/mar.21001 . Labrecque, L. I. (2014). Fostering Consumer–Brand Relationships In Social Media Environments: The Role of Parasocial Interaction. Journal of Interactive Marketing, 28(2), 134–148. DOI: https://doi.org/10.1016/j.intmar.2013.12.003 . Yuan, S., & Lou, C. (2020). How Social Media Influencers Foster Relationships With Followers: The Roles of Source Credibility and Fairness In Parasocial Relationship and Product Interest. Journal of Interactive Advertising, 20(2), 133–147. DOI: https://doi.org/10.1080/15252019.2020.1769514 . Lu, L., Phua, J., & Jin, S. V. (2022). I Can’t Help But Follow This Influencer: Exploring The Effects Of Parasocial Interaction, Social Comparison, and Envy On Instagram. Computers in Human Behavior, 128, 107121. DOI: https://doi.org/10.1016/j.chb.2021.107121 . Tafesse, W., & Wood, B. P. (2021). Followers’ Engagement With Instagram Influencers: The Role of Influencers’ Content and Engagement Strategy. Journal of Retailing and Consumer Services, 58, 102303. DOI: https://doi.org/10.1016/j.jretconser.2020.102303 . Zhu, Y. Q., & Chen, H. G. (2015). Social Media and Human Need Satisfaction: Implications for Social Media Marketing. Business Horizons, 58(3), 335–345. DOI: https://doi.org/10.1016/j.bushor.2015.01.006 . Djafarova, E., & Trofimenko, O. (2019). Instafamous–Credibility and Self-Presentation of Micro-Celebrities on Social Media. Information, Communication & Society, 22(10), 1432–1446. DOI: https://doi.org/10.1080/1369118X.2018.1438491 . Jin, S. V., & Phua, J. (2014). Following Celebrities’ Tweets About Brands: The Impact of Twitter-Based Electronic Word-of-Mouth on Consumers’ Source Credibility Perception, Buying Intention, and Social Identification With Celebrities. Journal of Advertising, 43(2), 181–195. DOI: https://doi.org/10.1080/00913367.2013.827606 . Ki, C. W., Park, S., & Kim, Y. K. (2021). The Role of Perceived Fit In Influencer Marketing: Exploring The Effect of Perceived Fit Between Instagram Influencers and Endorsed Brands on Credibility, Attitude, and Purchase Intentions. Journal of Interactive Advertising, 21(3), 237–251. DOI: https://doi.org/10.1080/15252019.2021.1888453 . Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who Are The Social Media Influencers? A Study of Public Perceptions of Personality. Public Relations Review, 37(1), 90–92. DOI: https://doi.org/10.1016/j.pubrev.2010.11.001 Braun, V., & Clarke, V. (2006). Using Thematic Analysis In Psychology. Qualitative Research in Psychology, 3(2), 77–101. DOI: https://doi.org/10.1191/1478088706qp063oa . Palinkas, L. A., Horwitz, S. M., Green, C. A., Wisdom, J. P., Duan, N., & Hoagwood, K. (2015). Purposeful Sampling for Qualitative Data Collection and Analysis in Mixed Method Implementation Research. Administration and Policy in Mental Health and Mental Health Services Research, 42(5), 533–544. DOI: https://doi.org/10.1007/s10488-013-0528-y . Nowell, L. S., Norris, J. M., White, D. E., & Moules, N. J. (2017). Thematic Analysis: Striving to Meet The Trustworthiness Criteria. International Journal of Qualitative Methods, 16(1), 1–13. DOI: https://doi.org/10.1177/1609406917733847 . Tracy, S. J. (2010). Qualitative Quality: Eight Big-Tent Criteria for Excellent Qualitative Research. Qualitative Inquiry, 16(10), 837–851. DOI: https://doi.org/10.1177/1077800410383121 . Korstjens, I., & Moser, A. (2018). Series: Practical Guidance to Qualitative Research. Part 4: Trustworthiness and Publishing. European Journal of General Practice, 24(1), 120–124. DOI: https://doi.org/10.1080/13814788.2017.1375092 . Vaismoradi, M., Turunen, H., & Bondas, T. (2016). Content Analysis and Thematic Analysis: Implications for Conducting A Qualitative Descriptive Study. Nursing & Health Sciences, 15(3), 398–405. DOI: https://doi.org/10.1111/nhs.12048 .	Download Published 2025-06-30 Issue Vol. 7, No. 2 (June 2025) Section Articles How to Cite Nazara, D. S., Nugrahaningsih, H., & Abdillah, F. (2025). The Future of Influencer Marketing: Trust, Authenticity, and Consumer Behavior in the Social Media Age. Jurnal Informatika Ekonomi Bisnis, 7(2), 345-349. https://doi.org/10.37034/infeb.v7i2.1138 ACM ACS APA ABNT Chicago Harvard IEEE MLA Turabian Vancouver Download Citation Endnote/Zotero/Mendeley (RIS) BibTeX This work is licensed under a Creative Commons Attribution 4.0 International License.

Indexing and Abstractions:

Published:

This work is licensed under a Creative Commons Attribution 4.0 International Public License (CC BY 4.0).

Web Analytics Made Easy -
StatCounter