Perceptions, trust and action: the role of demographics in shaping influencer impact

Pavlović, Bojana and Krstić, Jelena and Vlastelica, Tamara (2025) Perceptions, trust and action: the role of demographics in shaping influencer impact. Management, 30 (3). pp. 1-11. ISSN 1820-0222

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Abstract

Research Question: How do demographic characteristics shape audience perceptions, trust levels, and behaviour regarding influencers? Motivation: Although the role of influencers in shaping consumer behaviour has been widely studied, there has been little research into how specific demographic groups differently perceive the credibility and influence of influencers. In accordance with that, this research is motivated by the need to examine how demographic differences shape audience perception and trust in influencers. It aims to provide explanation why the same influencer can have different degrees of influence on different demographic segments of the audience, which can contribute to more precise targeting and optimization of marketing strategies. Idea: Research hypotheses assume that gender, age, place of residence, level of education and work status of consumers significantly influence their following of influencers, the level of trust in influencers and their behavioural intentions. The independent variables are demographic characteristics, and the dependent variables: following, trust and behavioural change. Data: The research was conducted by surveying a sample of 317 respondents in the Republic of Serbia during May 2023. The questionnaire was distributed via the Internet and social networks, by using a snowball sampling technique. Tools: The questionnaire consisted of five sections: the first section related to demographic characteristics of respondents; the second related to general social media consumption; the third related to respondents’ attitudes towards influencer following; the fourth related to respondents trust in influencers and the fifth related to respondents’ behavioural change. Findings: female gender and generational affiliation were found to be significant predictors of following influencers. Female gender, lower age and the place of residence were found to be significant predictors of higher trust in influencers. Female gender and generational belonging were significant predictors of higher degree of behavioural change under the impact of influencers’ activities on social media. Contribution: The findings of this paper contribute to the current literature related to influencer marketing and behaviour on social media, by investigating factors which motivate social media users to follow influencers.

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