The influence of perceived credibility and parasocial relationships on consumer trust in influencer-endorsed brand messages
DOI:
https://doi.org/10.51359/2526-7884.2025.268641Keywords:
Parasocial Relationships, Perceived Influencer Credibility, Consumer Trust, Social Media MarketingAbstract
Consumer trust in brand messages is a trending and pertinent topic in social media marketing, particularly in a time when influencers are commanding more of the messaging space. This research project aims to discover the psychological factors that make consumers trust a brand's message when it's delivered by a social media influencer. The primary goal is to determine if consumer trust is built more on the influencer's perceived credibility (are they honest and an expert?) or the strength of the consumer's personal connection with them—known as a "parasocial relationship," or the feeling that the influencer is a friend. The study involved a quantitative survey to assess consumer trust in the brand endorsed by a select influencer. Their perception of that influencer's credibility, the strength of their parasocial bond, and their resulting trust in the brand's sponsored message was studied. By collecting and analyzing this quantitative data, the researcher seeks to understand the specific path—whether through expertise or perceived friendship—that converts a casual follower into a trusting consumer, thereby helping brands create more effective and genuine social media marketing campaigns.
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