📄 Abstract
Influencer marketing emerged as a powerful digital strategy influencing consumer behaviour, raising important concerns regarding ethical practices such as disclosure and transparency. This study examines the impact of ethical disclosure, transparency, and influencer credibility on consumer trust and purchase intention among consumers in Bangalore. A quantitative cross-sectional research design was adopted and primary data were collected from 403 respondents using a structured questionnaire based on a five-point Likert scale. The data were analysed using statistical techniques including reliability analysis, descriptive statistics, correlation, and regression analysis. The results indicate that disclosure practices (β = 0.634, p < 0.001) and transparency (β = 0.752, p < 0.001) have a significant positive impact on consumer trust, with transparency showing a stronger influence. Influencer credibility has a significant positive effect on purchase intention (β = 0.730, p < 0.001). Correlation analysis reveals strong positive relationships among all variables, particularly between trust and purchase intention (r = 0.83). The findings highlight the importance of ethical and transparent influencer practices in building consumer trust and enhancing purchase decisions. The study contributes to the limited empirical research on influencer marketing in the Indian context and provides practical insights for marketers and influencers to adopt transparent and credible communication strategies to build long-term consumer relationships.
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📚 How to Cite:
Jansi Varalakshmi R, Dr. Anupama Malagi , IMPACT OF ETHICAL DISCLOSURE AND INFLUENCER CREDIBILITY ON CONSUMER TRUST AND PURCHASE INTENTION , Volume 12 , Issue 7, July 2026, EPRA International Journal of Multidisciplinary Research (IJMR) , Pages: 592 - 597 , DOI: https://doi.org/10.36713/epra28699