Exploring the Impact of Influencer Marketing on Customer Trust and Purchase Intention in e-Commerce

Influencer marketing has become one of the most popular and effective forms of online promotion in the digital era. Brands partner with social media influencers – individuals who have amassed dedicated followings – to endorse products and shape consumer perceptions. Influencer marketing has emerged as a powerful strategy in e-commerce, enabling brands to leverage the credibility and reach of social media personalities to influence consumer behavior. This comparative study examines how different influencer tiers – macro, micro, and nano – impact customer trust and purchase intention in online retail. The analysis synthesizes recent research and industry data to evaluate how influencer follower count and perceived authenticity relate to consumer trust and buying decisions. The findings indicate that while macro-influencers offer broad exposure, micro- and nano-influencers often engender higher engagement and trust, leading to stronger purchase intentions per follower. Statistical evidence, including engagement rates and conversion metrics, highlights that smaller-scale influencers can yield disproportionately high returns in consumer trust and sales conversions. E-commerce businesses are advised to consider a balanced influencer marketing strategy that maximizes reach without compromising authenticity. The key implications suggest that trust – fostered by influencer credibility and transparency – is a crucial mediator between influencer endorsements and consumer purchase behavior.

Keywords: influencer marketing, customer trust, purchase intention, e-commerce, social media, micro-influencers

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