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

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.

  • Page Number : 29-37

  • Published Date : 2023-10-15

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

  • DOI Number
    10.15415/jtmge/2023.142004

  • Authors
    Bharti Shukla

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