Author(s): Ramesh Safare, Jalaja Enamala, Deepthi Kuppuswamy, Mouneswari V and Lova Baliji, Avanthi
Influencer marketing has become a powerful tool in shaping consumer attitudes and engagement, significantly impacting brand-consumer relationships in the digital age. This research examines the role of influencer credibility, authenticity, and engagement strategies in influencing consumer trust, purchase intention, and brand loyalty. Using a quantitative research approach, data was collected from 500 respondents actively engaging with influencer content on platforms like Instagram, TikTok, and YouTube. The analysis revealed that influencer credibility (r = 0.72, p < 0.01) and authenticity (r = 0.68, p < 0.01) are key drivers of consumer trust and purchase intention. Additionally, micro-influencers showed higher engagement rates than celebrity influencers, emphasizing the importance of relatability in fostering consumer-brand connections. Regression analysis further confirmed that influencer credibility (B = 0.42, p < 0.01) and authenticity (B = 0.38, p < 0.01) significantly predict positive consumer attitudes, while platform-specific effects were less influential (B = 0.15, p = 0.08). These findings highlight the need for brands to focus on building genuine relationships through trusted influencers rather than relying solely on large follower counts or platform trends. The study’s results have important implications for businesses and marketers aiming to leverage influencer marketing effectively. Brands should prioritize collaborations with credible and authentic influencers to maximize consumer trust and engagement. Micro-influencers, due to their relatability and higher engagement levels, present a valuable opportunity for brands seeking to connect with niche audiences. Furthermore, the research suggests that content quality and influencer trustworthiness are more critical factors in consumer response than the specific platform used. As influencer marketing continues to evolve, future research should explore emerging trends such as AI-driven content and virtual influencers to assess their impact on consumer behavior. By understanding the key factors that drive consumer attitudes and engagement, brands can refine their influencer marketing strategies to enhance brand loyalty and long-term consumer relationships.