The Prominent Role of Influencers' Credibility in Establishing Brand Trust: Should I Trust you?

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Author(s): Souad Maghraoui (Institut Supérieur de Gestion de Sousse, University of Sousse, Tunisia)and Lilia Khrouf (Ecole Supérieure de Commerce de Tunis, University of Manouba, Tunisia)
Copyright: 2026
Pages: 28
Source title: Insights on Consumer Psychology in the Digital Landscape
Source Author(s)/Editor(s): Kamel Mouloudj (University of Medea, Algeria)and Ahmed Chemseddine Bouarar (University of Medea, Algeria)
DOI: 10.4018/979-8-3373-2424-1.ch005

Keywords: Business Science Reference / Marketing and Consumer Behavior / Psychology / Social Sciences & Humanities

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Abstract

This study aims at investigating the impact of Instagram influencer credibility on brand trust and the subsequent attitudinal and intentional responses. An online experiment involving 300 Instagram users was conducted by manipulating influencer's credibility on an Instagram post. A PLS approach was used for data analysis. Findings show that Instagram posts from credible influencers foster greater brand trust compared to those from less credible influencers. The effect of influencers' credibility on brand trust becomes less pronounced when users exhibit scepticism. Additionally, the study reveals that brand trust positively influences brand attitudes, resulting in a more favourable disposition towards Instagram and heightened electronic word-of-mouth as well as purchase intentions.

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The Prominent Role of Influencers' Credibility in Establishing Brand Trust: Should I Trust you?

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