Consumer Skepticism and Trust in Influencer Marketing: A Cross-Platform Analysis of Mobile and Web Users

Home > 2023, Vol. 14, No. 2 > Consumer Skepticism and Trust in Influencer Marketing: A Cross-Platform Analysis of Mobile and Web Users

Published: October 15, 2023

Download data is not yet available.

| Download HTML

Authors

Bharti Shukla

DOI Number
https://doi.org/10.15415/jtmge/2023.142004

Keywords
Marketing, Influencer marketing, Consumer behaviour, Social media, Consumer skepticism

Abstract

Background: Grounded on the differences created among various platforms, this research on consumer skepticism and trust in influencer marketing analyzes how such differences impact consumer perceptions and purchase decisions.

Purpose: This study aims to understand various dynamics of influencer marketing by comparing its impact across different platforms.

Methods: Using an online survey as a source of data, the attitude of consumers towards products endorsed by influencers is determined both on Instagram and YouTube. Results indicate that mobile users are more favorable toward influencer marketing while web users tend to be more skeptical, especially when the endorsements seem too commercial in nature.

Results: A chi-square test highlighted a significant relationship between the type of platform utilized and consumer trust in the recommendations received from influencers.

Conclusion: The study revealed that there is not as uniform a relationship between a type of platform and the level of trust placed in the influencer recommendations, and study results indicate implications for brands to better manage their marketing efforts across disparate online platforms.

References

Ahn, R. J., Cho, S. Y., & Sunny Tsai, W. (2022). Demystifying Computer-Generated Imagery (CGI) Influencers: The Effect of Perceived Anthropomorphism and Social Presence on Brand Outcomes. Journal of Interactive Advertising, 22(3), 327–335. https://doi.org/10.1080/15252019.2022.2111242
Alboqami, H. (2023). Trust me, I’m an influencer! – Causal recipes for customer trust in artificial intelligence influencers in the retail industry. Journal of Retailing and Consumer Services, 72. https://doi.org/10.1016/j.jretconser.2022.103242
Alipour, S. M., Ghaffari, M., & Zare, H. (2023). Influencer marketing research: a systematic literature review to identify influencer marketing threats. Management Review Quarterly. https://doi.org/10.1007/s11301-024-00412-5
Almasri, Y. (2023). Fashion Virtual Influencers: Antecedents Influencing Females’ Behavioral Intentions in Jordan. Dirasat: Human and Social Sciences, 50(3), 390–402. https://doi.org/10.35516/hum.v50i3.5420
Bagdanaviciute, R. (2022). Human Relationship with the World of Technologies of the New Media. LOGOS-VILNIUS, (110), 59-66. https://doi.org/10.24101/logos.2022.06
Caner, N., Efe, Y. S., & Başdaş, Ö. (2022). The contribution of social media addiction to adolescent LIFE: Social appearance anxiety. Current Psychology, 41(12), 8424–8433. https://doi.org/10.1007/s12144-022-03280-y
Chandra, Z. A. P. (2023). The Effect of Social Media Influencer on Purchase Intention with Brand Image and Customer Engagement as Intervening Variables. Quality – Access to Success, 24(192), 163–173. https://doi.org/10.47750/QAS/24.192.19
Chaudhry, P. E. (2022). Dupe influencers exploiting social media to peddle luxury fakes. Business Horizons, 65(6), 719–727. https://doi.org/10.1016/j.bushor.2022.07.005
De Jans, S., Spielvogel, I., Naderer, B., & Hudders, L. (2021). Digital food marketing to children: How an influencer’s lifestyle can stimulate healthy food choices among children. Appetite, 162. https://doi.org/10.1016/j.appet.2021.105182
Duffy, B. E., Miltner, K. M., & Wahlstedt, A. (2022). Policing “Fake” Femininity: Authenticity, Accountability, and Influencer Antifandom. New Media and Society, 24(7), 1657–1676. https://doi.org/10.1177/14614448221099234
Gligor, D., & Bozkurt, S. (2021). The role of perceived social media agility in customer engagement. Journal of Research in Interactive Marketing, 15(1), 125–146. https://doi.org/10.1108/JRIM-12-2019-0196
Karamustafic, S., Stockmaster, T., Palladina, S., Harris, A., & Perloff, R. M. (2020). Social Media Influencers: Who They Are and How They Influence. https://engagedscholarship.csuohio.edu/stu_pub
Kumar, J., Tapar, A. V, & Bhattacharjee, S. (2023). Social media and the bottom of the pyramid: a systematic literature review and future research agenda. International Journal of Emerging Markets. https://doi.org/10.1108/IJOEM-08-2022-1340
Liao, L., & Huang, T. (2021). The effect of different social media marketing channels and events on movie box office: An elaboration likelihood model perspective. Information and Management, 58(7). https://doi.org/10.1016/j.im.2021.103481
Lou, C., Kiew, S. T. J., Chen, T., Lee, T. Y. M., Ong, J. E. C., & Phua, Z. (2023). Authentically Fake? How Consumers Respond to the Influence of Virtual Influencers. Journal of Advertising, 52(4), 540–557. https://doi.org/10.1080/00913367.2022.2149641
Morgan, A. (2020). Seeking Sales in New Channels: The Effectiveness of Influencer Marketing Marketing. https://scholarcommons.scu.edu/engl_176/49
Mrad, M., Ramadan, Z., & Nasr, L. I. (2022). Computer-generated influencers: the rise of digital personalities. Marketing Intelligence and Planning, 40(5), 589–603. https://doi.org/10.1108/MIP-12-2021-0423
Ooi, K. B., Lee, V. H., Hew, J. J., Leong, L. Y., Tan, G. W. H., & Lim, A. F. (2023). Social media influencers: An effective marketing approach? Journal of Business Research, 160. https://doi.org/10.1016/j.jbusres.2023.113773
Sands, S., Campbell, C. L., Plangger, K., & Ferraro, C. (2022). Unreal influence: leveraging AI in influencer marketing. European Journal of Marketing, 56(6), 1721–1747. https://doi.org/10.1108/EJM-12-2019-0949
Simay, A. E., Wei, Y., Gyulavári, T., Syahrivar, J., Gaczek, P., & Hofmeister-Tóth, Á. (2023). The e-WOM intention of artificial intelligence (AI) color cosmetics among Chinese social media influencers. Asia Pacific Journal of Marketing and Logistics, 35(7), 1569–1598. https://doi.org/10.1108/APJML-04-2022-0352
Soto-Vásquez, A. D., & Jimenez, N. (2022). A Dramaturgical Analysis of Latina Influencers Use of Props and Settings to Signal Identity. Journalism and Media, 3(3), 407–418. https://doi.org/10.3390/journalmedia3030029
Tian, S., Cho, S. Y., Jia, X., Sun, R., & Tsai, W. S. (2023). Antecedents and outcomes of Generation Z consumers’ contrastive and assimilative upward comparisons with social media influencers. Journal of Product and Brand Management, 32(7), 1046–1062. https://doi.org/10.1108/JPBM-02-2022-3879
Warbung, C. J. E., Wowor, M. C., Walean, R. H., & Mandagi, D. W. (2023). The impact of social media marketing on beauty clinic brand equity: the case of Zap Manado. International Journal of Professional Business Review, 8(4). https://doi.org/10.26668/businessreview/2023.v8i4.1389
Zhou, L., Jin, F., Wu, B., Chen, Z., & Wang, C. L. (2023). Do fake followers mitigate influencers’ perceived influencing power on social media platforms? The mere number effect and boundary conditions. Journal of Business Research, 158. https://doi.org/10.1016/j.jbusres.2022.113589
Zhou, L., Jin, F., Wu, B., Wang, X., Lynette Wang, V., & Chen, Z. (2022). Understanding the role of influencers on live streaming platforms: when tipping makes the difference. European Journal of Marketing, 56(10), 2677–2697. https://doi.org/10.1108/EJM-10-2021-0815

How to Cite

Bharti Shukla . Consumer Skepticism and Trust in Influencer Marketing: A Cross-Platform Analysis of Mobile and Web Users. J.Technol. Manag. Grow. Econ.. 2023, 14, 29-37

Consumer Skepticism and Trust in Influencer Marketing: A Cross-Platform Analysis of Mobile and Web Users

Current Issue

Periodicity	Biannually
Issue-1	May
Issue-2	November
ISSN Print	0976-545X
ISSN Online	2456-3226
RNI No.	CHAENG/2013/50088

OA Policy

Publisher's policy of the journal at Sherpa UK for the submitted, accepted, and published articles. Click OAPolicy

Plan-S Compliance

To check compliance, one has to use the Journal Check Tool (JCT). This tool provided by cOAlition S (European funders) for the researchers (fundee) to check the compliance with the journal.

Recommend journal to your library

You can recommend the journal being a researcher or faculty member to your library. We will post a copy of the Journal to your library on your behalf at free of cost.
Click here: Recommend Journal

Preprint Arxiv Submission

The authors are encouraged to submit the author’s copy (preprint) to appropriate preprint archives e.g. https://arxiv.org and/or on https://indiarxiv.org or institutional repositories (e.g., D Space) before paper acceptance by the editor of Journal. After publications of the paper author(s) should mention the citation information, title and abstract along with DOI number of the publication carefully on the required page of the depository(ies).

Contact: Phone: +91-172-2741000, +91-172-4691800

Email : editor.tmg@chitkara.edu.in;

Abstract and Indexing

Information

This work is licensed under a Creative Commons Attribution 4.0 International License.

Articles in Journal of Technology Management for Growing Economies(J.Technol. Manag. Grow. Econ.) by Chitkara University Publications are Open Access articles that are published with licensed under a Creative Commons Attribution- CC-BY 4.0 International License. Based on a work at https://tmg.chitkara.edu.in/. This license permits one to use, remix, tweak and reproduction in any medium, even commercially provided one give credit for the original creation.

View Legal Code of the above-mentioned license, https://creativecommons.org/licenses/by/4.0/legalcode

View Licence Deed here https://creativecommons.org/licenses/by/4.0/