Effects of influencer endorsements in SOME and the moderating effect of independence

Abstract

Abstract This thesis investigates how perceived independence of influencers impacts consumer trust and the effectiveness of product promotion on Instagram , with a focus on the Norwegian food market. It combines Social Influence Theory, Source Credibility Theory, and the Elaboration Likelihood Model to explore connection between partnership length and account type—and individual engagement behaviors.Through a 2x2 experimental design, these factors were manipulated to have a better understanding of their effect on consumer attitudes.

The findings showed that individual engagement behaviors play a more important role in building trust and driving endorsement effectiveness than foundational elements like partnership duration which challenges traditional views in influencer marketing. Moreover, authenticity is widely acknowledged as one of the main factors to develop trust; this study addresses it as an interpretive construct taken from participants' responses , rather than a directly measured variable. High engagement levels were boosting trust and perceived endorsement credibility , while content seen as too commercialized reduced these factors.

This research provides fresh insights into the success of influencer marketing by showing the importance of behavioral engagement over structural aspects.The findings shows the need for marketers to create campaigns that connect with audience values and patterns , increasing trust and making deeper connections with consumers.