Building Consumer Trust Through Influencer Authenticity: A Content Analysis of Sponsored Posts on Instagram

Abstract

In the evolving landscape of digital marketing, social media influencers have emerged as key figures in shaping consumer perceptions and brand trust. This study explores the role of influencer authenticity in fostering consumer trust within the context of Instagram brand collaborations. Drawing upon a qualitative content analysis methodology, the research analyses 30 Instagram posts from both micro- and macro-influencers to identify the content elements that contribute to perceived authenticity. Thematic analysis revealed five core themes: personal storytelling and self-disclosure, transparency in brand affiliation, emotional connection and relatability, visual consistency and aesthetic authenticity, and audience interaction and responsiveness. The findings highlight that authenticity is constructed through both visual and textual cues, as well as through ongoing interaction between influencers and their followers. Moreover, the study demonstrates that micro-influencers are generally more effective in portraying authenticity due to their closer relational proximity to followers, although macro-influencers can also build trust through emotionally resonant content. These results offer theoretical insights into the communicative dimensions of authenticity and practical recommendations for brands seeking effective influencer partnerships. By advancing our understanding of how authenticity is performed and perceived on social media, this study contributes to emerging discourses in influencer marketing, digital trust, and strategic brand communication.

Keywords: Influencer authenticity, consumer trust, Instagram, content analysis, brand collaborations, digital marketing