Enhancing brand trust through influencer marketing credibility, honesty and trustworthiness - A SOR theory application

In the evolving social media landscape, influencer marketing is crucial for brands aiming to connect with consumers. However, issues such as increasing similarities among influencers and perceived dishonesty have diminished audience trust. This study uses the Stimulus-Organism-Response (SOR) theory to explore how influencer honesty and trustworthiness impact their credibility and, in turn, brand trust among Malaysian social media users. Influencer actions are seen as stimuli, credibility as the internal response, and brand trust as the outcome. The findings show that honesty and trustworthiness strongly influence how credible an influencer is perceived to be, and this credibility plays a key role in building brand trust. Theoretically, the study enhances the SOR framework in the context of digital marketing by showing how influencer traits influence consumer perceptions. It also contributes to influencer marketing research by identifying credibility as the link between personal traits and brand trust. Utilizing a purposive sampling technique, 279 respondents completed an electronically distributed survey, with 250 valid responses analyzed through SPSS 25 and SmartPLS 3.0. The findings reveal that both influencer honesty and trustworthiness significantly enhance perceived credibility, which positively influences brand trust. Additionally, influencer credibility mediates the relationship between honesty/trustworthiness and brand trust, underscoring the importance of authentic and transparent endorsements. The study proposes a "trustworthiness seal" as a potential solution to restore and enhance trust, benefiting consumers, influencers, and brands. This study provides actionable insights for marketers, highlighting the importance of ethical conduct and authentic influencer partnerships in cultivating strong, trust-centered brand relationships in the digital era.