Building Loyalty Through Trust and Sincerity: Evidence from Influencer Marketing on Instagram

Abstract

The aim of this research is to analyze the relationships between trust in influencers, perceived sincerity, consumer behavior, and loyalty toward influencers within the context of the Instagram platform. It intends to improve understanding of how influencer characteristics affect both immediate reactions and long-term loyalty. The research uses a quantitative research methodology, based on data collected through a survey of Romanian consumers who follow at least one influencer on Instagram. Multi-item Likert scales that were adapted from prior studies were used to measure the variables. PLS-SEM was used to analyze the data in order to test the suggested hypotheses and evaluate the correlations between the variables. The results indicate that all the proposed relationships are positive and statistically significant. However, the effects are moderate, suggesting that, although these factors are important, they are not the only determinants of consumer reactions. This research adds to the body of knowledge on influencer marketing by merging perceived trust and sincerity into a cohesive framework that explains both behaviors and attitudes. Furthermore, the study provides empirical evidence regarding the Romanian context, which has been previously under-explored. The findings imply that in order to increase consumer loyalty and immediate engagement, influencers and marketers should concentrate on establishing trust and maintaining authenticity. However, given the moderate effects, these strategies should be complemented by other factors.