The Impact of Influencer Marketing on Building Customer Trust and Enhancing Loyalty in the Restaurant Industry

Document Type : Original Article

Authors

1 Hotel Management Department, Faculty of Tourism and Hotels, 6th of October University, Egypt.

2 Hotel Management Department, Faculty of Tourism and Hotels, University of Sadat City, Egypt.

Abstract

This study explored how influencer marketing affects customer trust and loyalty toward restaurant brands, with a focus on customer trust as a mediating variable in this relationship. Using a descriptive-analytical method, data were gathered from 407 social media followers through structured questionnaires targeting restaurant customers who follow influencer-driven marketing campaigns. Data analysis was performed using WarpPLS software v. 8.0. The results show that influencer marketing significantly boosts both customer trust and loyalty toward brands. Additionally, customer trust strongly influences loyalty and serves as a mediator between influencer marketing and brand loyalty, underscoring its key role in turning social media followers into loyal customers. These findings reveal that influencer marketing goes beyond mere promotion, serving as a strategic tool for fostering trust-based, long-term customer relationships. Based on these insights, the study offers both theoretical and practical recommendations for restaurant managers and marketers aiming to improve the effectiveness of influencer marketing efforts.

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