The impact of digital influencers credibility on public trust in social and charitable initiatives taking “Eljazayer Elhkadhra Initiative” as a case study

Abstract

This study aims to examine the impact of digital influencers credibility on public trust in social and charitable initiatives taking the initiative of “EL JAZAYER EL KHADHRA” as a case study. The purpose of the study is to analyze the effect of credibility dimensions (Attractiveness, Trustworthiness, and expertise) on the trust of public toward the social and charitable initiative. A survey on a purposive sample of 180 Social Media users in Algeria that follow digital influencers was conducted. The results showed that the attractiveness dimension is the most significant contributor to explaining public trust in the Green Algeria initiative.