Social Media and the Electronics Market: The Role and Challenges of Influencer Marketing For Brand Trust

Jiajia Dong

doi:10.54097/hgjbse55

Authors

Jiajia Dong

DOI:

https://doi.org/10.54097/hgjbse55

Keywords:

Social media, Electronics market, Influencer marketing, Brand trust, Marketing, Brand

Abstract

This study focuses on the use of influencers on social media to build trust-based brand-consumer connections in the context of the digital age, with a special focus on the Chinese e-market. By analysing the impact of influencer marketing on consumer brand trust, using Zhejiang Province as a case study, it aims to update brand trust theory for the digital marketing environment. The paper highlights the popularity of social media in China and the potential for undue competitive behaviour by influencer marketing. Ultimately, this marketing proposal aims to encourage the electronics industry to actively participate in influencer marketing to enhance brand trust.

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