ABSTRACT
With the ever-changing and evolving Instagram algorithm, some influencers have turned to engaging in fraudulent activities such as purchasing fake followers and social bots to gain profit. Not only are such activities a threat to the development of the field of influencer marketing, but they impose a danger to the reputation of those companies that, without realizing, partner with dishonest content creators. Therefore, this chapter analyzes three different groups of Instagram micro fashion influencers that represent a spectrum of those considered credible to those who are questionable in terms of credibility level, to see if low customer engagement and low authenticity ultimately lead to less trust. By understanding the relationship between engagement and trust under different conditions of credibility, we aim to provide guidance to influencers and those involved in influencer marketing of how to avoid decay in trust.
