The Effect of Perceived Brand Control and Perceived Commercial Orientation on Trust in Influencers with Post Credibility as a Mediation Variable on Tiktok Users

Abstract

The commercialization of influencer marketing may reduce audience trust in TikTok influencers. This study examines the effects of perceived brand control and perceived commercial orientation on trust in influencers through post credibility. Using a quantitative approach, data were collected from 100 TikTok users through purposive sampling and analyzed using multiple linear regression and the Sobel test. The results show that perceived brand control and commercial orientation negatively affect post credibility and trust, whereas post credibility positively affects trust. The findings imply that brands should provide influencers with creative autonomy and maintain authentic, credible, and transparent promotional communication to strengthen audience trust. Keywords: Perceived Brand Control; Perceived Commercial Orientation; Post Credibility; Trust in Influencers; Influencer Marketing; TikTok.