Trust in influencers grows more important in predicting buying intentions over time, analysis finds

A comprehensive study of social media influencer marketing involving more than 31,000 participants has shed light on the key factors that influence consumer attitudes and purchasing intentions. The meta-analysis, published in the International Journal of Internet Marketing and Advertising, examined the impact of credibility, expertise, attractiveness, and perceived similarity between influencers and their followers.

The research found that these factors are positively associated with favorable brand attitudes and increased purchase intentions. However, the study also highlighted that no single characteristic stands out as the most dominant influence, suggesting that influencer marketing effectiveness relies on a combination of elements. One crucial aspect that emerged from the analysis is the growing importance of credibility in predicting purchase intentions over time.

As the volume of social media content continues to expand, consumers are increasingly relying on trustworthy sources for guidance. This trend may intensify as artificial intelligence becomes more prevalent, leading consumers to seek authentic content. The researchers, Xiaofeng Jia et al., emphasize that the perception of a parasocial connection, the sense of personal connection, remains central to the influencer-follower relationship despite the inherent asymmetry.

The findings have significant implications for businesses when selecting influencers to promote their products and services.