Content Value Versus Influencer Credibility: What Matters More for Followers Trust and Behavioral Intention Towards Collaborative Brands?

Instagram is one of the top three most popular social media platforms in Indonesia. Nowadays, many local brand owners collaborate with inbuencers to promote products or services sold through Instagram. This study examines the extent to which inbuencer credibility and advertising content value are shared to create brand trust and consumer behavioral intention. The online survey was distributed to 206 followers of three female Indonesian fashion inbuencers with at least four hundred thousand followers on Instagram. The results show that inbuencer credibility and advertising content signiecantly and directly inbuence brand trust towards Indonesian fashion products promoted by inbuencers. Brand trust also signiecantly and directly inbuences the followers� behavioral intentions. However, the inbuencer�s credibility and his advertising content value indirectly inbuence the followers� behavioral intentions through brand trust. These endings indicate that brands under inbuencer endorsements must erst earn trust from the followers prior to encouraging their behavioral intention.