[39] THEORETICAL INSIGHTS ON INFLUENCER MARKETING AND TRUST REBUILDING

ARTICLE INFO: Date of Submission: Mar 12, 2026, Revised: Mar 26, 2026, Accepted: Mar 30 , 2026, CrossRef D.O.I : https://doi.org/10.56815/ijmrr.v5i3.2026.416-424. HOW TO CITE: Devita D. Movaliya (2026). Theoretical Insights on Influencer Marketing and Trust Rebuilding. International Journal of Multidisciplinary Research & Reviews. 5(3). 416-424.

Authors

  • Dr. Devita D. Movaliya Assistant Professor, Geetanjali College of Computer Science and Commerce, Gujarat-Rajkot, India. IGNOU – Academic Counsellor, SEBI – Securities Market Trainer, Resource Person: NISM, NCFE, BSE, NSE, CED, EDII, MSME

Abstract

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.

Keywords:

Influencer Marketing, Trust Rebuilding, Social Exchange Theory, Source Credibility, Digital Marketing, Consumer Trust, Conceptual Framework

Author Biography

Dr. Devita D. Movaliya, Assistant Professor, Geetanjali College of Computer Science and Commerce, Gujarat-Rajkot, India. IGNOU – Academic Counsellor, SEBI – Securities Market Trainer, Resource Person: NISM, NCFE, BSE, NSE, CED, EDII, MSME



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