Book Title: Innovative Approaches in Multidisciplinary Research and Development (IAMRD)
Chief Editors: Dr. Anil Kashinath Salunke and Dr. Rituraj Pant
Associate Editors: Prof. (Dr.) Sourav Madhur Dey and Dr. Amrutha Satheesan
Co-Editors: Dr. Souvik Sur and Dr. Phakir Singh
ISBN: 978-93-7183-004-1
Chapter: 9
DOI: https://doi.org/10.59646/708/9
Authors: Pooja and Dr. Anil Kanwa
Abstract
Social media has taken a significant nudge in marketing because of its speedy growth and the emergence of influencer marketing as a widely used form of marketing today. This research paper discusses the correlation between influencer authenticity and sponsored transparency, and their effect on consumer brand trust and loyalty in the digital domain. It delves into the perception of influencers’ credibility, honesty and transparency in sponsored content and consumer attitudes towards brands. The research design is a mixed-methods research from which the quantitative survey results from social media users are used along with qualitative information obtained from structured interviews and discussions with consumers online. The results show that authenticity of influencers is a crucial element in creating emotional bonds with their audience, in boosting the engagement of their target, and in fostering long-term trust of their brand. Loyalty towards a brand will be more likely to develop when the influencers are seen as being authentic, relatable, and consistent in their online presence. Meanwhile, transparency (especially when sponsored) has a strong impact on consumers’ ethical communication and credibility perceptions. Although some audiences may be less persuaded initially when there is transparency when it comes to sponsorship, it can ultimately lead to increased confidence and trust in the influencer and the brand they represent. The study also identifies some demographic, social media usage differences and digital literacy level differences among consumers. Moreover, the study highlights the brand and influencer challenges in finding the right balance between business goals and consumer perceptions of honesty and ethical communication. The paper highlights transparency in collaborations between influencers and brands, the value of storytelling in an authentic manner, and digital marketing’s responsibility in maintaining consumer trust especially in a competitive online environment. The study sheds light on the interaction between authenticity and sponsored transparency, adding to the body of research on the topic of influencer marketing and consumer behaviour. The insights offer actionable strategies for marketers, influencers, and brands to craft successful and credible social media marketing strategies that foster sustainable consumer engagement and brand value in today’s digital marketplace.
Keywords: Influencer marketing, influencer authenticity, sponsored transparency, brand trust, brand loyalty, social media marketing, consumer behaviour, digital marketing, sponsorship disclosure, online credibility