Influencer Fatigue: A Trust Crisis in Social Media Marketing – A Study with Reference to Tenkasi District

Abstract

Digital marketing has become an essential tool for businesses to connect with customers, and influencer marketing plays a vital role in shaping consumer opinions. The purpose of this study is to examine the impact of influencer fatigue and the trust crisis in social media marketing with reference to consumers in the Tenkasi district. The study used a descriptive research design with 120 respondents selected through a convenient sampling method. Primary data were collected through a structured questionnaire and analyzed using SPSS tools such as correlation and regression analysis. The findings revealed that repetitive and non-genuine influencer promotions reduce consumer trust and weaken marketing effectiveness. It was also found that authenticity and transparency strongly influence consumer purchase decisions. The study concludes that influencer marketing can remain effective only when it maintains honesty, variety, and emotional connection with the audience.