Content Value Versus Influencer Credibility: What Matters More for Followers’ Trust and Behavioral Intention Towards Collaborative Brands?

Abstract Instagram is one of the top three most popular social media platforms in Indonesia. Nowadays, many local brand owners collaborate with influencers to promote products or services sold through Instagram. This study examines extent which influencer credibility and advertising content value are shared create trust consumer behavioral intention. The online survey was distributed 206 followers female Indonesian fashion at least four hundred thousand on results show that significantly directly influence towards promoted by influencers. Brand also influences followers’ intentions. However, influencer’s his indirectly intentions trust. These findings indicate brands under endorsements must first earn from prior encouraging their