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Advisor(s)
Abstract(s)
This study explores the factors that influence followers’ trust in influencer marketing in the Baltic countries and provides practical recommendations for agencies and influencers. Through a comprehensive literature review, the study emphasizes the significance of influencer credibility, encompassing elements such as expertise, image congruence, branded content labeling, and the influencer-follower relationship. The research employs a mixed-methods approach, combining quantitative data collection through a survey targeting social media users and qualitative data collection through interviews with influencer marketing experts. The findings reveal that followers are more likely to trust influencers who exhibit expertise in the specific field being advertised, while incoherence between regular content and advertisements decreases credibility. The outcomes provide valuable insights, offering practical recommendations for agencies and influencers to establish trust and credibility in their advertising efforts.
Description
Keywords
Influencer marketing Social networks
Citation
Randers, Maria; Venciute, Dominyka; Correia, Ricardo; Fontes, Ruta (2023). Trust in influencer marketing: factors influencing followers’ perceptions in the baltic countries. In The role of brands in an era of over-information. IGI Global. p.1-20. ISBN 9781668483510
Publisher
IGI Global