FROM TRUST TO DOUBT: UNDERSTANDING CONSUMERS SKEPTICISIM IN INFLUENCER-DRIVEN PURCHASES
Keywords:
Keywords: influencer marketing, scepticism, consumer trust, marketing strategy, social media.Abstract
In this paper, the ways in which influencer marketing is growing into a major trend and simultaneously creating scepticism among consumers is explored, with a particular focus on how Central Asian cultures and consumers interpret influencer marketing in their world. Influencers have been a powerful force for marketing on social media helping to shape the perception of a brand and the behaviour of the consumer. But as influencer marketing grows, authenticity and credibility that attracted followers are questioned more. This trust dilemma applies in Central Asia against a background of cultural values promoting community trust and wary consumerism. This research explores the psychological determinants of consumer scepticism, the role of transparency on consumers’ choosing, and the cultural dynamics of the attitudes. The study attempts to gain insights on how Central Asian consumers are engaging with the influencer marketing, and how influencers and brands can regain trust in their committed, however cynical market through both quantitative as well as qualitative methods.
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