earticle

영어

Influencers have established a notable online presence and have significantly influenced their audience on various social media platforms. They often collaborate with brands to promote their products through social media. Monetary and non-monetary compensation are crucial in these collaborations, affecting influencers' job satisfaction. Studies show that influencers' job satisfaction increases when they are satisfied with the brand's compensation process, which improves their performance and brand trust. There is a significant relationship between job satisfaction and brand trust, which is moderated by the empathy of influencers. When influencers’ empathy is high, brand trust rises; conversely, lower empathy lessens brand trust. This research, focusing on Bangladesh, is significant as it provides insights into the unique influencer-brand dynamics, which can differ from other countries due to cultural, economic, and social factors. Brands and influencers can benefit from the findings, which also address the study's limitations and suggest directions for future research.