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All Journal Economic Journal of Emerging Markets Jurnal MoZaiK Inovator : Jurnal Manajemen MEDIA STUDI EKONOMI JOURNAL OF BUSINESS STUDIES Jurnal Informatika Ekonomi Bisnis MEDIA MANAJEMEN JASA Yumary: Jurnal Pengabdian kepada Masyarakat COMSERVA: Jurnal Penelitian dan Pengabdian Masyarakat eCo-Fin Jurnal Ekonomi Perusahaan Jurnal Informatika Ekonomi Bisnis JAKBS Indonesian Journal of Innovation Multidisipliner Research Jurnal Ekonomi dan Bisnis Ekonomi Keuangan Syariah dan Akuntansi Pajak Global Leadership Organizational Research in Management Indonesian Journal of Innovation Multidisipliner Research
Hartanti Nugrahaningsih
Universitas Ibn Khaldun Bogor
Religion Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics 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 Agung Wibowo Anjani, Ita Anuraga Kusumah Aramli, Riri Ari Soeti Yani Ari Soeti Yani Arsita, Yuliana Azis Firdaus Dewangga Oktavianto Ecin Kuraesin Fatimah Abdillah Firmansyah, Marga Yuda Gemy Ghethan Gianita Utami Gunawan Gunawan, Gianita Utami Hajarakhuwailid, Jilan Nabila Hanifan, Muhammad Zakie Hurriyaturrohman Hurriyaturrohman Ita Anjani Jilan Nabila Hajarakhuwailid Julaela Julaela Kusnaedi Kusnaedi Leny Muniroh M. Imam Sundarta M. Zakie Hanifan Mardiyana Mardiyana Marga Yuda Firmansyah Muhamad Saepudin Muniroh, Leny Nadiva Zalza Aulia Nazara, Desman Serius Noviana Devi Nursamawi Nursamawi Putri Wulandani Rahmat Mulyana Dali Renea Shinta Aminda Riris Rotua Sitorus Rizky Ayu Octaviana Rohmad Muslim Subandi Subandi Sulthon Sjahril Sabaruddin Titing Suharti Yuliana Arsita Yusup Sunandar Zidan Ramadan