An analysis of the nature and role of social influencer trustworthiness within the health and fitness sector and how it facilitates brand trust

Abstract

This paper analyses the concept of trustworthiness as a facilitator of

brand trust by adapting Sekhon et al.’s (2014) model of organisational

trustworthiness to include variables applicable to the context of the health

and fitness sector. The resulting model focuses on Sekhon et al.’s (2014)

cognitive and affective antecedents and the impact they have on social

influencer trustworthiness. It proposes that there is congruence between

influencer trustworthiness and brand trust. Supported by academic

literature and current sector practice, analysis identifies the construction

of influencer trustworthiness through the application of identified

antecedents of trust as a way of generating brand trust.