communication. In order to make this as personal, genuine, and reciprocal as possible, companies have been using mass communication with the help of influencers over the past decade. These act as intermediaries between the brand and consumers, as they pass on the information they receive from the brand they work with to their followers. It also depends on the followers’ perceptions of the credibility of the influencer and the value of the message, whether they will trust their messages and posts, or whether they will be skeptical about them. The purpose of the research is to determine which characteristics of influencers or their messages have a significant impact on trust in their messages or publications. The perceived reliability and professionalism of the influencer, as well as the informativeness and entertainment of the conveyed message, proved to be pivotal through quantitative research. One of the more surprising and interesting findings, however, showed that the more attractive an influencer is, the less trust worthy and genuine it appears to his or her followers..In order for trust in the influencers’ publications to be as high as possible, the influencer should be perceived as reliable and professional, based on the results of the research, and his posts should have a high level of message and entertainment value.
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