The Role of Influencer Credibility in Shaping Consumer Trust and Brand Loyalty in India

Abstract

Influencer marketing has emerged as one of the most effective digital marketing strategies in India due to the rapid growth of social media platforms and increasing consumer engagement with online content creators. The effectiveness of influencer marketing largely depends on the credibility of influencers, which encompasses trustworthiness, expertise, attractiveness, and authenticity. This study examines the role of influencer credibility in shaping consumer trust and brand loyalty among Indian consumers. Primary data were collected from 400 respondents through a structured questionnaire using a five-point Likert scale. Statistical techniques including descriptive analysis, reliability analysis, correlation analysis, regression analysis, and hypothesis testing were employed. The findings reveal that influencer credibility has a significant positive impact on consumer trust and brand loyalty. Furthermore, consumer trust partially mediates the relationship between influencer credibility and brand loyalty. The study provides valuable insights for marketers, brand managers, and digital marketing professionals seeking to enhance consumer engagement and long-term brand relationships through influencer marketing strategies.