IN INFLUENCERS WE TRUST: NAVIGATING TRUTH AND TRENDS IN THE DIGITAL ERA

Carmel Karaniya Wigayha; Benediktus Rolando

Authors

Carmel Karaniya Wigayha Universitas Bunda Mulia, Indonesia Author
Benediktus Rolando Universitas Dinamika Bangsa, Indonesia Author

Keywords:

Authenticity, Consumer Behavior, Digital Marketing, Influencer Marketing, Trust

Abstract

This systematic literature review examines the evolving role of social media influencers in shaping consumer behavior, trust, and ethical practices within digital marketing environments. The review addresses key issues such as the conceptualization of authenticity, strategies for trust-building, generational differences in audience perception, and ethical considerations surrounding influencer-brand collaborations. Employing PRISMA guidelines, peer-reviewed articles published between 2013 and 2024 were systematically identified, screened, and synthesized from major academic databases. The findings reveal that authenticity and trust are central to influencer effectiveness, yet their definitions and operationalizations vary across studies. Generational and cultural factors influence audience responses, while regulatory and ethical challenges persist regarding transparency and disclosure. The review highlights the need for unified theoretical frameworks and calls for further research into longitudinal effects, cross-cultural comparisons, and the impact of platform algorithms. Ultimately, this synthesis provides a comprehensive overview of current trends, gaps, and future directions in influencer marketing scholarship, offering valuable insights for academics, practitioners, and policymakers navigating the digital era.

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