Beriwal, J., Sethia, S., & Singh, K. (2024)

International Journal of Novel Research and Development, 9(9), 215–241

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Beriwal, Sethia,and Singh (2024) explore trust as the central determinant of influencermarketing effectiveness, positioning it as the “linchpin” of successfulcampaigns. The article reviews how authenticity, transparency, and reliabilityshape consumer trust and consequently drive engagement, conversion, andloyalty. The authors argue that traditional advertising increasingly fails tobuild credibility, while influencers bridge this gap through relatability andperceived sincerity.

The study situatestrust within the framework of social proof theory, highlighting that followersinterpret influencer endorsements as genuine recommendations rather than mereadvertisements. Authenticity is crucial—when influencers align brand partnershipswith personal values and audience interests, trust strengthens. Conversely,inauthentic or forced endorsements quickly erode credibility. Transparency,reinforced by disclosure requirements from regulatory bodies like the FTC, isframed as both a legal necessity and an ethical cornerstone. Reliableinfluencers—those who consistently produce high-quality, relevantcontent—cultivate long-term loyalty and persuasive power.

The literaturereview traces the historical evolution of influencer marketing from celebrityendorsements to the rise of micro- and nano-influencers, who often commanddeeper community trust than macro-celebrities. However, challenges such as fakefollowers, inflated metrics, and unethical practices threaten this trust,pushing brands and platforms to adopt stricter verification and accountabilitymeasures.

Ultimately, thearticle concludes that trust is multifaceted, fragile, and foundational. Brandsthat strategically select authentic, transparent, and reliable influencers notonly enhance campaign outcomes but also safeguard long-term brand credibility. Theauthors emphasize that trust-driven influencer marketing will continue todefine digital advertising’s trajectory.