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International Journal of Creative and Open Research in Engineering and Management

A Peer-Reviewed, Open-Access International Journal Supporting Multidisciplinary Research, Digital Publishing Standards, DOI Registration, and Academic Indexing.
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ISSN: 3108-1754 (Online)
Crossref DOI: Available
ISO Certification: 9001:2015
Publication Fee: 599/- INR
Compliance: UGC Journal Norms
License: CC BY 4.0
Peer Review: Double Blind
Volume 02, Issue 05

Published on: May 2026

VISIBILITY TO CREDIBILITY: INFLUENCER MARKETING AND TRUST IN ENTREPRENEURIAL BRANDING

Ayush Kumar Sahu

Dr. Akanksha Gardia

Amity Business School

Amity University Raipur Chhattisgarh
DOI:https://doi.org/10.55041/ijcope.v2i5.101

Article Status

Plagiarism Passed Peer Reviewed Open Access

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Abstract

This study investigates how influencer marketing (the shift from visibility to credibility) builds consumer trust in entrepreneurial brands. We integrate Source Credibility Theory, Signaling Theory, Social Capital Theory, and Parasocial Interaction Theory to propose that an influencer’s perceived expertise, trustworthiness, authenticity, and social rapport (e.g. homophily, parasocial bonds) serve as signals that reduce information asymmetry and foster brand trust. We formulate hypotheses linking these constructs (e.g., influencer credibility → trust → brand trust). A mixed-methods approach is proposed: a quantitative survey (SEM/regression) using validated scales (source credibility, PSR, brand trust) and qualitative interviews with consumers and entrepreneurs. We outline sampling strategies, instrument design, and data analysis (structural equation modeling; thematic analysis). Mock analyses (tables with effect sizes, p-values) illustrate expected results. The discussion addresses how influencer authenticity and audience relationships can transfer credibility to new brands, with managerial guidance for startups. We conclude with theoretical contributions and call for longitudinal and AI-related research.

How to Cite this Paper

Sahu, A. K. (2026). Visibility to Credibility: Influencer Marketing and Trust in Entrepreneurial Branding. International Journal of Creative and Open Research in Engineering and Management, <i>02</i>(05). https://doi.org/10.55041/ijcope.v2i5.101

Sahu, Ayush. "Visibility to Credibility: Influencer Marketing and Trust in Entrepreneurial Branding." International Journal of Creative and Open Research in Engineering and Management, vol. 02, no. 05, 2026, pp. . doi:https://doi.org/10.55041/ijcope.v2i5.101.

Sahu, Ayush. "Visibility to Credibility: Influencer Marketing and Trust in Entrepreneurial Branding." International Journal of Creative and Open Research in Engineering and Management 02, no. 05 (2026). https://doi.org/https://doi.org/10.55041/ijcope.v2i5.101.

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Ethical Compliance & Review Process

  • •All submissions are screened under plagiarism detection.
  • •Review follows editorial policy.
  • •Authors retain copyright.
  • •Peer Review Type: Double-Blind Peer Review
  • •Published on: May 05 2026
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