In the contemporary digital marketplace, social media has emerged as a central platform for brand–consumer interaction, reshaping how organizations communicate value and build long-term relationships. As consumers are increasingly exposed to promotional content across multiple digital channels, trust has become a critical yet fragile element in social media marketing. This study examines the role of authenticity in digital brand communication and its influence on consumer trust within the context of social media marketing. Authenticity is conceptualized as the perceived genuineness, transparency, and consistency of brand messages conveyed through social media platforms.

Using a quantitative research design, data were collected from active social media users who regularly engage with brand-related content. The study analyzes how authentic communication practices—such as honest messaging, relatable storytelling, user-generated content, and transparent brand behavior—affect consumers’ trust perceptions. Statistical analysis was employed to evaluate the relationships between perceived authenticity, engagement, and consumer trust.

The findings indicate that authenticity plays a significant and positive role in strengthening consumer trust toward brands operating in digital environments. Brands that communicate in a humanized, transparent, and value-driven manner are more likely to foster emotional connections, credibility, and long-term trust among consumers. Conversely, overly scripted or promotional content tends to weaken trust and reduce meaningful engagement.

This research contributes to the growing body of literature on social media marketing by highlighting authenticity as a strategic determinant of consumer trust. The study offers practical implications for marketers and brand managers, emphasizing the need to prioritize authentic communication strategies to build sustainable consumer relationships in an increasingly competitive digital landscape..