Trust and Authenticity as Mediating Mechanisms in Social Media Influencer and Audience Relationships

Abstract

This study examines the mediating role of trust and authenticity in influencer–audience relationships within Pakistan's contemporary digital media landscape. The proliferation of social media has positioned influencer marketing as a dominant paradigm in online communication, reshaping brand-to-consumer engagement and how audiences evaluate credibility and persuasion. The research investigated how trust is developed, sustained, and eroded in influencer–audience communication, while examining authenticity as a central determinant of engagement and credibility perception. A mixed-methods design combined quantitative survey data with qualitative insights to achieve both breadth and depth of analysis. Findings reveal a significant positive correlation between perceived authenticity and trust, indicating that audiences favor influencers perceived as genuine, consistent, and relatable. Theoretically, the study extends Two-Step Flow Theory, Relationship Management Theory, and Parasocial Interaction Theory by positioning authenticity as a mediating construct in digital influencer communication, reframing influencer marketing as a relational process grounded in trust-building rather than mere promotion. Practically, findings underscore the necessity of transparency and sustained engagement over superficial self-presentation for commercial gain. The study concludes that trust and authenticity are core mechanisms underpinning influencer–audience relationships, offering contributions to influencer marketing literature and practical guidance for marketers, brands, and content creators seeking credible, engaged digital communities.