Building Trust in Influencer Marketing: The Role of Blockchain and AI in Shaping Consumer Perceptions

Abstract

The effectiveness of influencer marketing relies heavily on audience trust to engage with an influencer's content as part of their process of discovering products, evaluating them, and making purchasing decisions. The advent of Artificial Intelligence (AI) and Blockchain has created new opportunities to form this trust through the use of sponsored digital content. In addition to providing a high degree of personalization through AI Mediated Feeds in terms of frequency of viewing, visibility, etc., AI also provides tools to assist in creating high-quality video content including editing, captioning, and visuals. However, AI Assisted Content Tools also provide new avenues for users to perceive manipulations that detract from their perception of authenticity by the creator. Blockchain based Transparency Systems have been developed to verify disclosure proof and create campaign audit trails that provide evidence of the accuracy of information being shared. This study will examine how these two technologies influence consumer trust in influencer marketing. A review of existing literature regarding the key factors influencing trust will be provided, which include; Disclosure Clarity, Authenticity, Expertise, Brand Fit, Relationship Strength, Social Proof. Additionally, the interaction of AI Mediated Exposure and AI Assisted Content will be discussed as it relates to blockchain-based verification cues. The research found that while AI increases the ability to personalize content and make it relevant to individual consumers, it simultaneously creates more opportunity for suspiciousness if commercial intent or alterations made to the content are unknown. Conversely, Blockchain based Verification Systems can enhance credibility and accountability within the influencer marketing industry when verification methods are accessible, believable, private, and non-intrusive. Therefore, to establish a trusting relationship with consumers, influencer marketing should incorporate both technology and ethical campaign governance practices in conjunction with transparent disclosure and accountable platforms.