Home⇛Asia Pacific Journal of Management and Sustainable Development⇛vol. 13 no. 1 Part 3 (2025)

Influencer Marketing and Consumer Trust Among Professional Gen-Z Women in One BPO Company

Trixie Ann Jade T. Atienza | Dickson Donn P. Caringal

Discipline: Marketing

 

Abstract:

In this rapidly evolving digital landscape, influencer marketing has become a powerful strategy for shaping consumer trust and drive engagement. This study investigates how influencer marketing affects consumer trust among professional Gen-Z women, particularly with the rising skepticism and false advertising. Moreover, the research focuses on key indicators of influencer marketing in terms of authenticity and relevance, micro-influencers and niche markets, storytelling, and authentic content, and examines how these factors contribute to consumer trust, measured through brand recognition, service quality, consumer satisfaction, security, and word-of-mouth communication. A descriptive research method was employed to carry out the study, and data was collected from 288 respondents using an adapted and modified questionnaire distributed via Google Forms. The findings reveal that professional Gen-Z women generally agree that influencers play a significant role in shaping their trust, with storytelling and authentic content being the most impactful indicators. While brand visibility and familiarity are important, the study highlights that trust is highly built on consistent service delivery and positive consumer experiences. Furthermore, all influencer marketing indicators showed a significant positive relationship with consumer trust. The study concludes that brands can enhance consumer trust by partnering with influencers who genuinely believe in them, fostering authentic engagement, maintaining consistent visibility across platforms, ensuring transparency in communication and data practices, and leveraging satisfied customers for word-of-mouth promotion. This research contributes valuable insights into the dynamics of trust in influencer marketing among professional Gen-Z women and recommends further exploration across different demographics, industries, and social media platforms to gain a more comprehensive understanding of how consumer trust is shaped in various contexts.



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