In Influencers We Trust- A Model of Trust Transfer in Social Media Influencer Marketing

This study is designed to investigate whether customers’ trust in social media influencers translates to them trusting the brands endorsed by said influencers. It, additionally, explores the role of brand liking and ad enjoyment in this model of trust transfer. Data was collected from 354 respondents who were asked to complete online survey questions after watching video adverts featuring social media influencers endorsing different brands. The dataset was then analyzed us-ing PLS-SEM techniques. Based on the analysis, influencer trust was found to positively affect brand trust, brand liking, and ad enjoyment. Brand liking was also found to positively affect customers’ brand trust. However, there was no support of ad enjoyment’s effect on customers’ brand trust. The results lend sup-port to the theory of trust transfer in the context of social media influencer mar-keting. The findings from this study are useful for social media influencers, as they highlight the importance of nurturing a trusting relationship between them and their audience. This trust is expected to transfer to customers’ trusting in and liking of endorsed brands and therefore contribute to the success of the social media influencer business model. This study adds insights to the still growing research on social media influencer marketing, specifically shedding light on the effects of customers’ trust in influencers, a much-discussed area of late.