Proxies for Creator Trust

Which observable social-platform signals (e.g., comment quality, sentiment, share/save rate, engagement consistency, sponsored-post performance gap) are the strongest proxies for perceived creator trustworthiness?

The sponsored-organic performance gap serves as the most consistent quantifiable trust proxy across contexts, while followership status and high-arousal language are strongest for micro-influencers, expertise demonstration and argument quality are strongest for macro-influencers, and perceived interaction dominates in live-streaming contexts—with traditional engagement metrics functioning primarily as downstream consequences of trustworthiness rather than direct proxies.

Abstract

The strongest proxies for perceived creator trustworthiness vary systematically by influencer audience size and platform context. For micro-influencers, followership status emerges as the most powerful signal (Δ = 1.86–1.91, p < 0.01), followed by high-arousal language (IRR = 1.036, p < .001) and clear sponsorship disclosures (r = 0.42 with perceived authenticity). For macro-influencers, expertise demonstration is the strongest predictor (β = .36, p < .001), with argument quality, transparent disclosure practices, and brand-influencer congruence serving as important secondary signals. The sponsored-organic performance gap functions as a universal, quantifiable trust proxy across contexts, with sponsored videos costing influencers 0.17–0.19% of their subscriber base compared to equivalent organic content, though this effect is amplified for larger audiences and mitigated by content fit with the creator's usual material.

Platform architecture conditions signal effectiveness: search-driven platforms favor mixed sentiment as a credibility signal, while scroll-driven platforms favor positive sentiment as a likability signal. In live-streaming contexts, perceived interaction moderated by homophily (β = 0.176, p < .01) supersedes expertise signals (β = −0.137, p < .05) as the primary trust proxy. For expertise-oriented domains, account longevity (η² = 0.14), content consistency, and network status serve as strong trust indicators. Audience usage intensity also moderates signal effectiveness, with heavy platform users responding positively to disclosure signals that light users do not register. Traditional engagement metrics (likes, comments, shares) function primarily as downstream consequences of trustworthiness rather than direct proxies, with their interpretation dependent on audience size and content context.