Alignment and Influencer Marketing: A Lever to Strengthen Supply Chain Resilience

Abstract

This study explores the role of value alignment between influencers and brands as a strategic driver for enhancing consumer trust and perceptions of supply chain resilience. Drawing on congruence theory and prior research on influencer credibility, we propose a conceptual model where value alignment positively influences influencer credibility and brand trust, which in turn shape consumers’ perception of supply chain resilience. A quantitative survey of 100 respondents was conducted, and data were analyzed using structural equation modeling. The results confirm that value alignment significantly strengthens influencer credibility and brand trust, both of which are crucial predictors of consumer perceptions of resilient supply chains. Furthermore, findings demonstrate that brand trust serves as a critical mediating factor, while influencer credibility reinforces the credibility-transfer process from influencers to brands. This research contributes to bridging the gap between marketing and supply chain management by emphasizing the importance of social and psychological mechanisms in building resilience.