The role of Influencer Trustworthiness and Credibility in marketing messaging to promote health behaviour change

Jayne Rodgers, Elizabeth Beardsmore

Research output: Contribution to conferencePaper

Abstract

This paper explores consumer perception of trustworthiness and the role this plays in the credibility and ability of influencers and influencer marketing to facilitate and promote effective health behaviour change.

There are several key influencing factors that support and facilitate a meaningful exchange between influencer and audience such as trustworthiness, credibility, authenticity and social proof. It is important to understand these layers of nuance, in order to design and deliver effective health marketing messages that resonate with the target audience, and therefore drive meaningful health improvement behaviours.

This paper aims to contribute knowledge and evidence from a sugar reduction research investigation through which the role, impact and associated perceptions of influencers in the digital space were analysed.
Original languageEnglish
Publication statusPublished - 24 Sep 2020
EventLeeds Digital Festival - Online
Duration: 21 Sep 202025 Sep 2020
https://leedsdigitalfestival.org/

Conference

ConferenceLeeds Digital Festival
Period21/09/2025/09/20
Internet address

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