Influencer marketing as a method of solving the crisis of trust in digital content marketing

Abstract

PURPOSE: The purpose of this paper is to present to what extent does influencer marketing solves the problems of modern content marketing. This consists of decreasing the credibility of published information on the web, which was in the first place, caused by the weak barrier of information entering into the internet, as well as the increase in the user competence in the implementation of, so called, active trust.

DESIGN/METHODOLOGY/APPROACH: In order to verify the hypothesis, various studies from the areas of literature, as well as empirical methods based on survey, have been used.

FINDINGS: The results of the study showcases that respondents tend to trust more the information published on the internet by the sources that they are somehow connected to.

PRACTICAL IMPLICATIONS: The results of the presented study can be used in building content marketing strategies that are based on categories related with trust, thus actions that will be more effective.

ORIGINALITY/VIEW: The new quality brought by this article is the empirical verification of the impact of persuasive tools such as influencer marketing, on consumer attitude within the internet.