‘Beyond the Hype: Unveiling the Implications of Influencer Marketing on Consumers and Society’
(R2024-122573)

AUTHORS

Matthias Werner, University of the Bundeswehr Munich; Annika Pezold, University of the Bundeswehr Munich; Carsten Rennhak, University of the Bundeswehr Munich

ABSTRACT

Abstract Purpose | This study explores how trust in recommendations from influencers versus family and friends impacts consumer satisfaction. Methodology | It analyzes responses from 306 individuals using regression models to assess trust-satisfaction relationships, including moderation and mediation effects. Findings | Results show stronger trust in family and friends but acknowledge influencer recommendations' effectiveness when perceived as genuine. Originality | This under-researched area highlights the evolving consumer behavior in the digital age and provides insights for refining marketing strategies. Our research shows that the impact of influencer recommendations can be equivalent to personal network recommendations when perceived as authentic. Key Words: Influencer Marketing, Consumer Satisfaction, Social Media Usage