Theoretical Insights on Influencer Marketing and Trust Rebuilding
Influencer marketing has emerged as a dominant tool in digital marketing, capable of shaping consumer perceptions and rebuilding trust in brands facing reputational challenges. Drawing upon theories such as Social Exchange Theory, Source Credibility Theory, and Trust Transfer Theory, this paper provides conceptual insights into how influencer marketing fosters consumer trust. The study highlights the mechanisms by which influencers act as intermediaries between brands and audiences, emphasizing authenticity, transparency, and relational engagement. A conceptual framework is developed to explain the trust-rebuilding process, followed by the identification of effective marketing techniques that leverage influencer credibility to restore consumer confidence.