THE INFLUENCE OF AUTHENTICITY, CREDIBILITY AND CULTURAL RELATABILITY ON CONSUMER TRUST AND PURCHASING BEHAVIOUR

Abstract

The rapid expansion of digital platforms has positioned influencer and social media marketing as important drivers of consumer engagement and purchasing behaviour. Existing scholarly work recognises the persuasive role of influencers; however, limited research has examined how authenticity, credibility, and cultural relatability shape consumer trust in emerging markets such as South Africa. This study therefore examined how these influencer attributes influence consumer trust and purchasing behaviour, and explored the broader influence of social media marketing on consumer behaviour and brand loyalty. The study employed a qualitative desktop research design based on secondary academic literature published between 2019 and 2025. Relevant studies were retrieved from major academic databases and analysed thematically to identify patterns relating to influencer credibility, trust formation, and consumer decision-making. The findings indicate that perceived authenticity, transparent brand affiliation, and culturally resonant communication play a critical role in strengthening consumer trust and influencing purchasing intentions. Influencers who demonstrate consistent values and culturally relevant narratives are more likely to generate consumer engagement and loyalty. However, ethical concerns such as undisclosed sponsorships and artificial follower inflation were identified as factors that may undermine consumer trust. The study concludes that effective influencer marketing in South Africa requires transparent communication, credible influencer partnerships, and culturally responsive engagement strategies that reflect the diverse social realities of local consumers.