Influencer Credibility vs. Relatability: What Drives Consumer Trust?
Abstract
In the dynamic digital marketing environment, influencer marketing has become a vital force in determining consumer behavior and influencing buying decisions. The crux of its success, however, lies in the idea of consumer trust, which has two important determinants: influencer credibility and relatability. Although credibility encompasses ideas such as expertise, authority, and trustworthiness, relatability encompasses ideas such as similarity, authenticity, and emotional connections. This research aims to compare and contrast the relative importance of these two concepts in determining consumer trust, and also how they interact with one another through Source Credibility Theory and Social Comparison Theory, and how they relate to contemporary marketing practices. This research has concluded that, although credibility provides a cognitive foundation for trust, relatability provides a means for affective engagement, which is vital for long-term consumer relationships in a crowded digital marketplace.
Authors
Dr. Veena Grover, Chandan Singh, Chitrasen Kumar, Dev Bhardwaj, Divanshu
Institution
NIET Business School, Greater Noida
Leave A Comment