Title: METHODS FOR BUILDING AN INFLUENCER PRESENCE: IDENTITY CONSISTENCY, AUDIENCE TRUST, AND HIGH-VOLUME SHORT-FORM PRACTICE

Author: Yevhen Velychko

Abstract: Influencer presence is increasingly built inside fast, algorithmic short-form environments where audiences make trust judgments in seconds and where creators must sustain identity across large volumes of content. This article synthesizes empirical findings on self-presentation, credibility, sponsorship disclosure, and short-form video performance to explain why identity consistency functions as a strategic asset and why trust is best understood as a cumulative, interactional outcome rather than a single persuasive event. Using a structured review of 20 established sources, we connect identity theory and brand knowledge research with evidence from influencer marketing on authenticity threats, disclosure effects, parasocial relations, and follower-based heuristics. Because the study is conceptual and does not involve new primary data collection, we include an empirical application module: a transparent, reproducible “micro-audit” procedure that demonstrates how a creator can operationalize identity consistency, trust signals, and short-form practice intensity using measurable indicators from existing platform analytics. The contribution is a method-oriented framework that links (1) stable identity cues, (2) trust formation through credibility and transparency, and (3) deliberate high-volume practice in short-form formats into a single pipeline that can be tested and refined over time.

Keywords: Influencer marketing; identity consistency; audience trust; short-form video; TikTok; authenticity; credibility; disclosure; parasocial relations.

PDF Download