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Publicação
The Impact of Influencer’s Trustworthiness on Brand Loyalty: A moderation analysis of gender and familiarity
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Autores
Orientador(es)
Resumo(s)
Given the increasing number of businesses investing in influencer marketing and social media marketing, it is becoming more and more important to comprehend the effects social media influencers may have on brand equity constructions. The current study demonstrates how an influencer's sincerity may affect how trustworthy they are seen to be and how devoted their audience is to their business. Specifically, this study investigates whether high perceived influencer trustworthiness produces higher brand loyalty among Gen Z Instagram users. As trust plays a key role in loyalty, this study investigates the impact of perceived trustworthiness of social media influencers on brand loyalty. Two experimental studies were carried out, and respondents were assigned to one of our two case conditions. The results showed that genuineness affects perceived trustworthiness of influencers and that trust acts as a mediator between genuineness exposure and brand loyalty.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
Palavras-chave
Influencer Marketing Brand Loyalty Trustworthiness Social Media Instagram