An analysis of how social media influencers utilise trust-building strategies to create advocates

Abstract

Social media influencers provide services to their followers in terms of

sharing their expertise. As service providers, they rely on advocacy within

their audience, and successful influencers are commonly associated with

high levels of trust, commitment and authenticity (Christopher et al. 2002;

Nguyen et al. 2016; Sudha and Sheena 2017). However, influencer

marketing is a relatively new concept and as such has limited research

and theory readily available regarding the original influencer-follower

relationship. This raises two key questions: How are influencers utilising

trust to gain an advocating audience? And what effects do the different

antecedents of trust have upon their exchange relationship? This paper

evaluates trust-based theory, and trust-based strategies practiced within

the influencer sector – primarily those of ‘successful’ influencer, Zoella. A

conceptual framework provides organisations and influencers an

explanation of trust within the influencer sector. Recommendations are

provided, based upon relationships between advocacy, opportunistic

behaviour and trust.