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Building brand trust via social media influencers: the role of vicarious product experience, perceived influencer credibility and congruence

Shobha K Bhatia et al.

International Journal of Electronic Marketing and Retailing2025https://doi.org/10.1504/ijemr.2025.146182article
ABDC C
Weight
0.41

What the paper says

The content posted by social media influencers is a crucial source of product information for the social media users. The study focused on brand trust formation via social media influencer mechanism and its subsequent impact on intent to purchase. We examined the effects of product experience offered via the content posted by the social media influencers, perceived influencer credibility, and congruence over brand trust by drawing a sample of 217 respondents who were active followers of any social media influencer. Findings indicate that vicarious product experience, perceived influencer credibility, and self-influencer congruency are strong predictors of brand trust. It has been demonstrated that brand trust has a significant positive impact on purchase intention. We examined an unexplored dimension of consumer behaviour wherein changing patterns of information acquisition, product evaluation via social media influencers, and vicarious product experience influence brand trust and purchase intention for the promoted product.

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https://doi.org/https://doi.org/10.1504/ijemr.2025.146182

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@article{shobha2025,
  title        = {{Building brand trust via social media influencers: the role of vicarious product experience, perceived influencer credibility and congruence}},
  author       = {Shobha K Bhatia et al.},
  journal      = {International Journal of Electronic Marketing and Retailing},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1504/ijemr.2025.146182},
}

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Evidence weight

0.41

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.25 × 0.4 = 0.10
M · momentum0.55 × 0.15 = 0.08
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.