From likes to loyalty: a netnographicstudy on trust-building in influencer-audience interactions on social media

Noor Fzlinda Fabeil, Zaiton Osman, Riesanti Edie Wijaya, Nur Ika Mauliyah, Harkaneri, Bushra Siddiqui
Faculty of Business, Economics and Accountancy Universiti Malaysia Sabah, Kota Kinabalu, Sabah, Malaysia.
Faculty of Business and Economics Universitas Surabaya, Indonesia
Faculty of Islamic Business and Economics Universitas Islam Negeri Kiai Haji Achmad Siddiq, Jember, Indonesia
Faculty of Economics and Social Sciences Universitas Islam Negeri Sultan Syarif Kasim Riau, Indonesia
Faculty of Sociology Jamia Millia Islamia, Delhi, India

 ABSTRACT

This study explores the key themes of trust-building in influencer-audience 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 spiritualparadigm, 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. 

Kata kunci  : trust-building, influencer marketing, living netnography, authenticity and engagement, cultural alignment

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