Distrust of social media influencers in America

TL;DR

This study investigates the levels and determinants of distrust toward social media influencers in the U.S., analyzing demographic factors and providing insights into audience perceptions and trust dynamics.

Contribution

It offers new empirical data on distrust of social media influencers across different demographics and presents a predictive model of trust in this context.

Findings

Distrust varies significantly by age, gender, income, education, and region.

A predictive model identifies key factors influencing trust in SMI.

Recommendations for brands to mitigate distrust are discussed.

Abstract

The popularity of social media influencers (SMI) as a means for businesses and causes to engage with the public and develop followers is undeniable. However, the use of SMI have been scrutinized due to various scandals that reflect poorly on brands and firms. Consequently, the distrust of SMI can create the potential for damage to a brand if audiences are not receptive to communications and messaging. This study (n=351) shares insights and findings of the apparent distrust of SMI that were discovered during the data analysis phase of my dissertation (Berry, 2024a). The study examines levels of trust and distrust toward SMI in the United States according to various demographic characteristics of respondents, specifically, age, gender, income level, education level, and region of the United States. Chi square analysis of the variables and a predictive model of trust of SMI are presented. Finally, recommendations and suggestions for future research are discussed.