Authenticity, Emotion and Trust: The Trio That Connects Audiences to Influencers

In the current context of the digital economy, characterized by intense competition, dynamism and uncertainty, influencers occupy an increasingly important role in creating value for organizations, exerting a significant influence on consumers’ perceptions, attitudes and purchasing decisions. From the perspective of excellence in marketing communication and building enduring relationships with stakeholders, the paper aims to explore how perceived authenticity, positive emotions conveyed through promotional content, and the level of trust in influencers contribute to the development of audience loyalty. A survey-based quantitative approach was taken into consideration in order to address this research question. In line with current models from the specialized literature on digital marketing and customer relationship management, data was analyzed using inferential statistical techniques suitable for testing causal links between the researched variables.

The results show that the sincerity and enthusiasm seen in influencer communication evoke positive emotions and build customer trust, leading to a higher level of loyalty intention. From a managerial point of view, the results emphasize the importance of including authentic communication, transparency, and value alignment between brand, influencer, and audience in influencer marketing strategies as necessary conditions to accomplish excellence in market performance and consolidating competitive advantage.

The paper contributes to the literature on business excellence by emphasizing the importance of relational and emotional assets in the digital environment. In addition, it provides relevant recommendations for businesses, consultants, and decision-makers interested in creating efficient, sustainable, and value-oriented communication systems for all stakeholders.