The Role of Influencer Interactivity and Authenticity in Forming Brand Trust

Bogy Febriatmoko (), Widya Prananta and Angga Pandu Wijaya
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Bogy Febriatmoko: Universitas Negeri Semarang, Management
Widya Prananta: Universitas Negeri Semarang, Management
Angga Pandu Wijaya: Universitas Negeri Semarang, Management

A chapter in Proceedings of the International conference of Economics Business and Economics Education Science (ICE-BEES-24), 2024, pp 187-194 from Springer

Abstract: Abstract This research aims to explore the influence of interactivity and authenticity of influencers on social media on the formation of emotional bonds and trust in followers, especially in generation Z who have technosavvy characteristics. Influencers who are trusted still need deeper research in forming their followers to believe in the products being promoted. However, recent trends indicate an important shift in marketing strategy, especially in the use of key opinion leaders (KOL) on social media, especially on the micro and medium scale. There is not much research that focuses on micro and medium scale influencers, on the other hand, these influencers have potential by engaging directly with their followers through the content they create. Quantitative research methods were used to collect data from samples selected representatively from the generation Z population. A total of 110 respondents were involved in the research using the purposive sampling method. The research results show the importance of influencers in forming trust in brands.

Keywords: Interactivity; Authenticity; Generation Z; Influencers (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-522-5_14

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DOI: 10.2991/978-94-6463-522-5_14

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