The trust factor: Influencer marketing trends in 2024

Ryan Schram
Additional contact information
Ryan Schram: IZEA Worldwide, Inc., USA

Journal of Brand Strategy, 2024, vol. 13, issue 2, 148-159

Abstract: In an era where consumers are inundated with advertisements from all corners, influencers have become a beacon of trust thanks to their authenticity and relatability. This trust can shape consumer behaviour, fuel engagement and, ultimately, drive purchasing decisions that positively impact the entirety of the marketing funnel. This paper discusses the current state of influencer marketing, with a particular focus on the role of trust. Drawing on extensive research conducted by IZEA, it explores how influencers are reaching an impressive 83 per cent of adults ages 18 to 60 years, why consumers find influencer content more compelling than traditional manufactured advertising and how trust in influencers is reshaping integrated marketing strategies.

Keywords: influencer marketing; trust in influencer marketing; influencer marketing research; influencer trust; influencer marketing trends; consumer sentiment (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/8718/download/ (application/pdf)
https://hstalks.com/article/8718/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2024:v:13:i:2:p:148-159

Access Statistics for this article

More articles in Journal of Brand Strategy from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().