Public trust in content creators and its relationship to brand marketing

The digital transformation has helped the emergence of the profession of content industry, digital influence and content marketing, which led to the creation of new rules for consumption. The industry of "brand marketing through content" depends on the ability of a maker to influence the purchasing decisions of consumers, and therefore the study aims to identify the role of content makers in marketing For brands using various marketing strategies with the aim of increasing the degree of electronic interaction of the audience, and identifying the factors that enhance public confidence in content and brands, which leads to the formation of positive purchasing intentions and decisions towards the brand.
The study uses the hypothesis of Signaling theory as an integrated intellectual approach that explains the importance of information shared about the brand in the context of the interactive relations between the marketer and the consumer. (Quality, value, quality of content and technical elements), as well as the impact of marketing strategies used by content makers and the extent to which the brand is related to the quality of content, on the level of electronic interaction and public trust in the content, the content maker and brands.
This study is a descriptive analytical study, as it seeks to characterize and analyze the level of consumer confidence towards the brands that are marketed through the "content industry", and to describe the effectiveness of the marketing strategies used in content marketing in creating positive perceptions and trends among the public, and thus the study belongs to the category of qualitative studies.
The study relied on the survey method on a deliberate sample of 100 followers of content makers, and the analytical method on a deliberate sample of (235) videos for three content creators in various fields.