Virtual Bonds: Trust-building with Influencers in Jordan

The rapid development of social media has transformed marketing strategies globally, particularly through the rise of influencers who leverage their online presence to sway consumer behaviors and purchase intentions. This thesis investigates the dynamics of influencer marketing in the Jordanian context, the central research question addressed is: “How do Instagram influencers contribute to building trust among their followers in the context of product recommendations in Jordanian advertising?” The research problem is rooted in the limited understanding of the specific dynamics of the influencer industry in the Middle East and how this relationship of trust-building operates within the socio-cultural landscape of Jordan. The majority of research on this topic has been conducted globally, and because consumer behavior and trust is heavily influenced by cultural and regional differences, results and attitudes can vary significantly. Therefore, it is crucial to examine these topics within different regions to uncover new insights and perspectives. The qualitative methodological approach of this study involved in-depth interviews with influencer managers, coordinators, and industry experts in Jordan. This approach facilitated a rich collection of insights into the trust-building processes and provided a behind-the-scenes look into relationships with influencers in the industry. A thematic analysis identifying key themes of authenticity, transparency, engagement, and consistency was conducted. The findings reveal that authenticity and transparency are imperative in building trust. Influencers who present their genuine selves and maintain honesty in their endorsements significantly enhance their credibility. Active engagement with followers, through personal interactions and consistent posting, further strengthens the relationship. The study also highlights the critical role of aligning influencer content with audience values and maintaining high standards of integrity in product recommendations. Other factors of attractiveness and expertise were found irrelevant in this research, contradicting some established theories. This underscores the significant role that culture can play in shaping outcomes, highlighting the need to incorporate cultural considerations, and adding a valuable dimension to the existing body of research. These insights offer practical implications for influencers and brands aiming to optimize their marketing strategies. In conclusion, this research examines the trust-building mechanisms employed by Instagram influencers in Jordan.