An analysis of the nature and role of social influencer trustworthiness within the health and fitness sector and how it facilitates brand trust

Abstract

This paper analyses the concept of trustworthiness as a facilitator ofbrand trust by adapting Sekhon et al.’s (2014) model of organisationaltrustworthiness to include variables applicable to the context of the healthand fitness sector. The resulting model focuses on Sekhon et al.’s (2014)cognitive and affective antecedents and the impact they have on socialinfluencer trustworthiness. It proposes that there is congruence betweeninfluencer trustworthiness and brand trust. Supported by academicliterature and current sector practice, analysis identifies the constructionof influencer trustworthiness through the application of identifiedantecedents of trust as a way of generating brand trust.