Trust and Transparency in Influencer Marketing: Using Psychology for Ethical and Effective Campaigns

In third grade, I remember walking out to a portable for a special class. While the specifics of the class have faded, a few moments stuck with me: the teacher taking on our challenge to prove that writing in cursive was faster than print with a competition at the chalkboard (she lost), and our first lessons on the world of advertising. We learned the basics of ’80s advertising—catchy slogans, bandwagon appeals, and celebrities on cereal boxes. It’s amazing that those simple concepts can still be applied.

While brands once relied on celebrities to sell their products, today’s version is influencer marketing. Since the rise of blogging, influencer marketing has grown rapidly as an affordable way to connect small businesses with new audiences. However, when brands collaborate with influencers, there are still complex considerations beyond just name recognition. Let’s explore what recent research has found about the roles of trust, transparency, and the broader impact of influencer endorsements. We’ll also touch on some theories like parasocial relationships and social cognitive theory to explain why influencer marketing works.

The Power of Trust and Relationships

One of the key strengths of influencer marketing is the ability to build parasocial relationships — one-sided relationships where we develop a deep emotional bond with someone we’ve never met. These relationships can happen even with fictional characters, but I like to give the example of a favorite podcast host. You tune in regularly and as you do you learn more about the host every time you listen. Over time, you start to feel like you know them personally, even though they have no connection to you as an individual.

Although these relationships are one-sided, they can make marketing messages much more effective. Research in the journal Human Communication Research shows that people with strong parasocial relationships are more likely to trust influencer recommendations and less likely to resist persuasive messages. Social cognitive theory explains that people learn and adopt behaviors by watching what others do, especially role models. When followers think of an influencer as trustworthy or similar to themselves, they are more likely to model their attitudes and behaviors after what they see the influencer doing – making influencer marketing a powerful tool for shaping consumer decisions.

For business leaders, the takeaway is this: Choose influencers who resonate with your audience. These influencers, often seen as friends rather than advertisers, can drive higher engagement and conversions.

What About Virtual Influencers?

Influencer marketing continues to evolve and a new trend has emerged: virtual influencers. Computer-generated characters, designed to appear and act like real people, are gaining ground in digital marketing. While virtual influencers offer unique opportunities for brands, they also present challenges to consider.

Research in the Journal of Product and Brand Management found that virtual influencers can be just as effective as human influencers, especially when there is a strong alignment between their image and the product. For example, a futuristic-looking virtual influencer may be more effective in promoting tech products than a human influencer. The effectiveness of any influencer largely depends on how well they match up with the product they are endorsing.

While virtual influencers can be carefully designed and controlled to fit a brand’s image, they can also seem less relatable and trustworthy. This creates a “trust gap,” where consumers are more skeptical of endorsements from virtual influencers than from humans. This skepticism can undermine the effectiveness of marketing campaigns if not addressed properly. It’s essential to be upfront with viewers, clearly communicating that they are not real people, which can help with the “trust gap.” The study suggests that combining virtual influencers with human influencers can also create a more balanced and credible campaign, leveraging the strengths of both while maintaining authenticity.

The Importance of Transparency and Authenticity

Not making it clear when you are working with influencers or over-relying on influencers can risk weakening the trust your brand has built up. So when you’re planning to work with influencers, make sure to prioritize transparency and authenticity in your strategy from the start. They are critical for successful campaigns because audiences are looking for genuine connections.

Transparency is especially critical for credibility. Research in the International Journal of Advertising has shown that when influencers are upfront about their sponsored content, it boosts their trustworthiness and strengthens their connection with followers. This is even more important with younger audiences. Children and adolescents are particularly vulnerable to influencer content because they are more likely to mimic behaviors without questioning whether influencers are being paid to promote certain products or whether the behaviors they see are authentic. Make sure you include clear disclosures and honest communication to ensure young audiences are not misled.

It’s also important to make sure the influencers you work with are genuine and relatable. Research in the Journal of Interactive Advertising found that Gen Z in specific tends to avoid influencers if they seem too commercial or inauthentic. They lean toward niche and micro-influencers who are seen as more genuine.

We also need to acknowledge the pressures on influencers themselves. Research from the Journal of Consumer Psychology shows that influencers are often under significant stress maintaining a consistent image and meeting sponsorship demands, leading to potential burnout and mental health issues. Understanding these challenges and supporting influencers in a way that prioritizes their well-being is crucial for ethical marketing practices.

Influencer marketing offers powerful opportunities for brands to engage with consumers on a personal level. As influencer marketing continues to evolve, business leaders should continuously evaluate the effectiveness of their strategies. By prioritizing transparency, authenticity, and the well-being of all parties involved, brands can create effective and ethically sound marketing campaigns that resonate with engaged audiences.

Read More

The rosy world of influencer marketing? Its bright and dark sides, and future research recommendations. International Journal of Advertising.

Reducing resistance: The impact of nonfollowers’ and followers’ parasocial relationships with social media influencers on persuasive resistance and advertising effectiveness. Human Communication Research.

Influencer marketing: When and why gen Z consumers avoid influencers and how to win them over. Psychology & Marketing.

Effect of Social Media Influencers on Consumer Brand Engagement and Its Implications on Business Decision Making. El Profesional de la Información.

Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising.

Unfaithful brands: How brand attachment can lead to negative responses to influencer marketing campaigns. Journal of Consumer Psychology.

Virtually Authentic: Examining the Match-Up Hypothesis Between Human vs. Virtual Influencers and Product Types. Journal of Product and Brand Management