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All Journal Jurnal Pengolahan Hasil Perikanan Indonesia The Management Journal of Binaniaga SEIKO : Journal of Management & Business Jurnal Informatika Ekonomi Bisnis Jurnal Abdi Insani Jurnal Abdimas Dedikasi Kesatuan Indo-MathEdu Intellectuals Journal Empowerment Society Journal of Marketing Innovation Dinamika Jurnal Keuangan dan Akuntansi Terapan (KUAT) Jurnal Informatika Ekonomi Bisnis IQTISHADUNA: Jurnal Ilmiah Ekonomi Kita
Fatimah Abdillah
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Religion Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Other

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Journal : Jurnal Informatika Ekonomi Bisnis

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The Future of Influencer Marketing: Trust, Authenticity, and Consumer Behavior in the Social Media Age Nazara, Desman Serius; Nugrahaningsih, Hartanti; Abdillah, Fatimah
Jurnal Informatika Ekonomi Bisnis Vol. 7, No. 2 (June 2025)
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/infeb.v7i2.1138

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.
Co-Authors . Ernawati Adi Masliardi Asadatun Abdullah Asyifa , Siti Asyifa, Siti Callista, Christine Erwin Setiawan, Erwin Febrian, Jan Febriyan Febriyan, Febriyan Hartanti Nugrahaningsih Hartati, Bella Heriyana Heriyana Juhari, Ahmad Julien, Gladys Lauwsetia, Chessa Auriel Lestari, Herwiek Diyah LINAWATI HARDJITO Nazara, Desman Serius Nur Faliza Nurtiah Pradana, Egi Adithia Ratih Puspitasari Ristanti, Vivi RR. Ella Evrita Hestiandari Sakti, B. Retno Pratiwi Sarifah Tullah, Dewi Shinta Rahmani Sudradjat Sudradjat Sudradjat Suryani Maryam Suryaningrum, Dyah Ayu Tullah, Dewi Sarifah Utami, Miranti Pradipta