THE IMPACT OF SOCIAL MEDIA INFLUENCERS ON CONSUMER TRUST AND LOYALTY

AUTHOR – SURBHI BHARATI, STUDENT AT GLOBAL INSTITUTE OF BUSINESS STUDIES

BEST CITATION – SURBHI BHARATI, THE IMPACT OF SOCIAL MEDIA INFLUENCERS ON CONSUMER TRUST AND LOYALTY, ILE MULTIDISCIPLINARY JOURNAL, 4 (1) OF 2025, PG. 582-589, APIS – 3920-0007 | ISSN – 2583-7230

Abstract

The rise of social media influencers has fundamentally altered the dynamics of brand-consumer relationships. These influencers, known for their authenticity and ability to engage audiences, have become pivotal in shaping consumer trust and loyalty. This paper investigates the role of social media influencers as modern opinion leaders, analysing their impact on consumer behaviour and brand perception. Drawing on existing literature, case studies, and consumer trends, the study explores how influencers foster trust through relatability, transparency, and consistent communication. It also examines the role of content quality, platform-specific strategies, and audience demographics in amplifying influencer effectiveness. Furthermore, the paper delves into challenges such as fake endorsements, over-commercialization, and the potential erosion of trust. The findings highlight the complexities of this relationship and offer actionable insights into leveraging influencer marketing to build enduring consumer loyalty in a competitive and ever-evolving digital landscape.