DOI: https://doi.org/10.36719/2789-6919/54/120-124
Rahmey Rajabova
Azerbaijan State University of Economics
Master’s student
https://orcid.org/0009-0009-2454-468X
rajabovarahmey@gmail.com
The Role of Influencer Marketing and User-Generated Content in
Shaping Brand Trust
Abstract
This study examines the role of influencer marketing and user-generated content (UGC) in shaping brand trust within the contemporary digital marketing environment. As consumers increasingly rely on social media platforms for information and purchase decisions, traditional advertising has gradually been supplemented – and in some cases replaced – by peer-driven and influencer-led communication strategies. Influencer marketing leverages the perceived credibility, expertise, and relatability of influencers to transfer trust to brands, while user-generated content reflects authentic consumer experiences that enhance transparency and perceived honesty. The study highlights that trust formation is strongly influenced by factors such as influencer authenticity, congruence between the influencer and the brand, content transparency, and audience engagement. In parallel, UGC contributes to brand trust by reducing information asymmetry, reinforcing social proof, and fostering a sense of community around the brand. The findings suggest that brands integrating influencer marketing with strategically managed user-generated content can achieve higher levels of consumer trust, loyalty, and long-term brand equity. Overall, the research underscores that trust in the digital marketplace is increasingly co-created by brands, influencers, and consumers rather than controlled solely by firms.
Keywords: influencer, (UGC), brand, social, trust, branding, authenticity, credibility