Proceedings of the International conference of Economics Business and Economics Education Science (ICE-BEES-24)

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The Role of Influencer Interactivity and Authenticity in Forming Brand Trust

Authors
Bogy Febriatmoko1, *, Widya Prananta1, Angga Pandu Wijaya1
1Management, Universitas Negeri Semarang, Semarang, Indonesia
*Corresponding author. Email: bogy@mail.unnes.ac.id
Corresponding Author
Bogy Febriatmoko
Available Online 4 October 2024.
DOI
10.2991/978-94-6463-522-5_14How to use a DOI?
Keywords
Interactivity; Authenticity; Generation Z; Influencers
Abstract

This research aims to explore the influence of interactivity and authenticity of influencers on social media on the formation of emotional bonds and trust in followers, especially in generation Z who have technosavvy characteristics. Influencers who are trusted still need deeper research in forming their followers to believe in the products being promoted. However, recent trends indicate an important shift in marketing strategy, especially in the use of key opinion leaders (KOL) on social media, especially on the micro and medium scale. There is not much research that focuses on micro and medium scale influencers, on the other hand, these influencers have potential by engaging directly with their followers through the content they create. Quantitative research methods were used to collect data from samples selected representatively from the generation Z population. A total of 110 respondents were involved in the research using the purposive sampling method. The research results show the importance of influencers in forming trust in brands.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International conference of Economics Business and Economics Education Science (ICE-BEES-24)
Series
Advances in Economics, Business and Management Research
Publication Date
4 October 2024
ISBN
978-94-6463-522-5
ISSN
2352-5428
DOI
10.2991/978-94-6463-522-5_14How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Bogy Febriatmoko
AU  - Widya Prananta
AU  - Angga Pandu Wijaya
PY  - 2024
DA  - 2024/10/04
TI  - The Role of Influencer Interactivity and Authenticity in Forming Brand Trust
BT  - Proceedings of the International conference of Economics Business and Economics Education Science (ICE-BEES-24)
PB  - Atlantis Press
SP  - 187
EP  - 194
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-522-5_14
DO  - 10.2991/978-94-6463-522-5_14
ID  - Febriatmoko2024
ER  -