From likes to loyalty: A netnographic study on trust-building in influencer-audience interactions on social media

Noor Fzlinda Fabeil and Zaiton Osman and Riesanti Edie Wijaya and Nur Ika Mauliyah and Harkaneri and Bushra Siddiqui (2025) From likes to loyalty: A netnographic study on trust-building in influencer-audience interactions on social media. Global Advances in Business Studies (GABS), 14 (1). pp. 14-25. ISSN 2828-8394

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URL: https://journal-gabs.org/gabs/article/view/45

Abstract

This study explores the key themes of trust-building in influenceraudience interactions on social media using a netnographic study. Living netnography explores trust-building, not just based on the actual posting in the social media, but through spiritual paradigm, that might construct the reality and values of trust. The analysis draws on three weeks of observational data from Instagram, YouTube, Twitter, and TikTok, focusing on three influencers from different cultural and regional backgrounds. By lurking at the audiences’ comments and emojis on the influencer’s posting, this study provides five clusters of trust-building based on relevant codes emerged from the data. The findings suggest authenticity, emotional engagement, responsiveness, economic inclusivity and religiosity have explained the meaning of trust. By integrating theoretical and practical insights, the study provides a schematic framework for fostering trust in influencer marketing, highlighting the importance of cultural values in digital environment from the non-Western context perspective.

Item Type:	Article
Keyword:	Trust-building, Influencer Marketing, Living Netnography, Authenticity And Engagement, Cultural Alignment
Subjects:	H Social Sciences > HF Commerce > HF1-6182 Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products H Social Sciences > HM Sociology (General) > HM(1)-1281 Sociology > HM711-806 Groups and organizations
Department:	FACULTY > Faculty of Business, Economics and Accounting
Depositing User:	SITI AZIZAH BINTI IDRIS -
Date Deposited:	27 May 2025 16:29
Last Modified:	27 May 2025 16:29
URI:	https://eprints.ums.edu.my/id/eprint/43945

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