Influencer marketing as a trust-building strategy in the wellness sector: theoretical framework and strategic implications

Abstract

In the digital era, influencer marketing has emerged as a strategic pillar of brand communication, particularly in trust-sensitive sectors such as health and wellness. This paper develops a theoretical framework to examine how influencer marketing fosters consumer trust in the wellness industry. Employing a systematic literature review, the study identifies key mechanisms of trust-building – authenticity, credibility, transparency, and audience engagement – and analyzes the strategic implications of influencer selection, content alignment, and platform-specific tactics. Special emphasis is placed on the shift from macro- to micro-influencers, the role of long-term collaborations, and the application of performance analytics. The research also proposes a four-stage influencer marketing model and a conceptual trust-building framework tailored to wellness branding. These insights contribute to the theoretical foundation of influencer marketing and provide actionable recommendations for brands aiming to strengthen consumer relationships in wellness-oriented markets.