Data Mining Analysis of Influencer Credibility and Brand Trust in Social Media Marketing

Abstract

The rapid growth of social media has transformed digital marketing practices, leading to the emergence of influencer marketing as a powerful promotional strategy. Social media influencers play a significant role in shaping consumer attitudes, perceptions, and purchasing behaviour through their content and recommendations. This study examines the impact of influencer credibility on brand trust in digital marketing, with a particular focus on Generation Z consumers. The research adopts a descriptive approach using a literature review method based on secondary data collected from academic journal articles, books, conference papers, and scholarly databases such as Google Scholar and Scopus. The study highlights that influencer credibility is a critical factor influencing the effectiveness of influencer marketing. Credibility is commonly defined through three main dimensions: expertise, trustworthiness, and attractiveness. Influencers who demonstrate knowledge, authenticity, and reliability are more likely to gain the confidence of their followers and influence their perceptions of brands. The literature further suggests that Generation Z consumers, as digital natives, are highly active on social media platforms and often rely on influencer recommendations when making purchasing decisions. As a result, credible influencers can significantly strengthen brand trust and improve brand perception among young audiences. The findings of the study indicate that brands collaborating with credible influencers are more likely to establish stronger relationships with consumers and enhance their overall brand image in the digital marketplace. The study also emphasizes the need for marketers to carefully select influencers whose values and communication style align with the brand’s identity. Future research may explore empirical analysis to further examine the relationship between influencer credibility and consumer behaviour across different cultural and demographic contexts.