1
Department of Business Administration, Istanbul Nişantaşı University, Istanbul, 34398, Türkiye
2
Department of Business Administration, İstanbul Nişantaşı University, Istanbul, 34398, Türkiye
Abstract
This study examines the influence of social media influencers on brand trust through the perceptions and experiences of their followers. In digital culture, trust is no longer built solely upon a brand’s corporate reputation, but rather through interpersonal interactions and the representational practices of content creators. The research aims to understand how influencers’ personal attributes—such as authenticity, transparency, expertise, and consistency—shape followers’ trust in brands. Conducted within a qualitative research framework, the study is based on semi-structured, in-depth interviews with users aged 18–35 who actively engage with influencer content on social media platforms. The collected data were analyzed using thematic analysis, revealing three main themes: “the formation of trust toward influencers”, “the impact of influencer promotions on brand trust”, and “the erosion and critique of trust”. The findings show that when influencers adopt a genuine, experience-based, and consistent communication style, trust in the associated brand strengthens. Natural storytelling, social proof, and influencer–brand value congruence emerged as key elements supporting trust transfer. Conversely, excessive commercialization, undisclosed sponsorships, and inconsistent brand endorsements weaken both the influencer’s personal credibility and the perceived reputation of the brand. In conclusion, the study demonstrates that social media influencers function not merely as promotional tools but as cultural intermediaries who play a pivotal role in constructing trust between brands and consumers. The research emphasizes that sustainable trust in digital marketing strategies relies on authenticity, ethical transparency, and long-term collaborations.
Keywords
Brand trust,social media influencer,influencer-based marketing,digital trust
How to Cite
Kurbonnazorova, S., & Ilhan, U. D. (2026). The effect of social media influencers on brand trust: A qualitative study based on followers’ perceptions. International Journal of Eurasia Social Sciences, 17(63), 253–266. https://doi.org/10.70736/ijoess.2165
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Umit Deniz Ilhan
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