Trust and Credibility in Food Influencing on Social Media - Analysing Consumer Perceptionon Instagram Singh Vidushi1, Ashfaq Rubaid2 1Masters in Advertising and Marketing Management, Amity School of Communication, Amity University, Uttar Pradesh 2Associate Professor, Amity School of Communication, Amity University, Uttar Pradesh Online Published on 13 August, 2024. Abstract Purpose Consumers increasingly rely on social media inuencers, particularly on platforms like Instagram, for guidance on food choices. This abstract delves into the dynamics of trust and credibility in the realm of food inuencing Instagram and its impact on consumer perception. Design/Methodology/Approach Drawing from recent research, it examines factors inuencing consumer trust in food inuencers and how credibility affects purchasing decisions. It also investigates consumer involvement with food-related material on social media, offering light on the tactics employed by the food sector and lifestyle businesses to attract and keep customers. By analyzing these characteristics, this abstract hopes to provide insights into consumer behavior surrounding food choices impacted by social media, notably Instagram, as well as the role of trust and credibility in molding these decisions. Findings In recent years, social media inuencers, particularly on platforms such as Instagram, have had a substantial impact on consumer behavior, notably in terms of food choices. This study article investigates the complex dynamics of trust and credibility in the ld of food inuence on Instagram, as well as their substantial consequences on customer perception. Originality/Value This research examines the factors that determine customer trust in food inuencers, as well as how credibility inuences purchasing decisions. It investigates the role of digital inuencers in promoting healthy food choices, as well as how Instagram users obtain information about food content. Furthermore, the study delves into consumers’ trustworthiness assessments of inuencers and their recommendations in order to understand the underlying issues. Top Keywords Food Inuencing, Instagram, Consumer Perception, Inuencer Marketing, Trust and Credibility. Top |