79% of Russians believe that advertising influences brand trust — these are the findings of a study conducted by the Rodnaya Rech group of companies and Avito Advertising among 1,042 people aged 18–55. Influencer advertising and media buying work not only to expand reach but also to build long-term audience trust in a brand.
How perception of brand trust has changed
75% of respondents associate brand trust with stability that a company maintains despite external changes. The focus has shifted from loyalty to a sense of security — consumers evaluate not just the product, but the entire journey of interaction with the brand.
The study identified three levels of trust. The core — guaranteed stability: reliability, honesty, promise fulfillment. The outer layer — reputation signals: expertise, professionalism, transparency, social responsibility. Emotional experience — benevolence, care, positive interaction. Violation of any level puts overall trust at risk.
The role of advertising in building trust
72% of consumers use advertising when choosing products. At the same time, 46% of respondents trust honest and non-intrusive advertising, while 31% can be deterred by promises a brand fails to deliver. Trust is built not through discounts or promotions, but through consistent user experience, transparent communication, and keeping promises.
Trust in a platform directly influences trust in the advertising placed on it: if a user considers the platform reliable, they perceive banners on it as more credible and safe.
Avito Advertising Director Yakov Peysakhzon notes that consumers evaluate the entire journey of interaction with a brand — from the first contact in advertising to purchase and after-sales service. Platforms that accompany users at all stages gain an advantage. Platform reputation becomes an asset for advertisers — companies receive part of the audience's trust from the platform where they place their ads.
Artificial intelligence as a factor in brand evaluation
58% of consumers notice companies' use of AI, and 29% report decreased trust in brands that try to hide the use of artificial intelligence in advertising. Technology strengthens trust when it helps people make decisions and improves usability.
Consumers use AI to verify information (35%), get a list of options or brands (34%), compare offers (30%), and understand selection criteria (22%). For brands, what matters is not the fact of AI use itself, but how much the technology improves user experience.
Trust in e-commerce
In e-commerce, trust is formed on two levels — through the platform and through the product or seller. 56% of users who received a low-quality product on an online platform saw their trust in it decrease. This is the main reason why the market needs to focus on improving user experience.
Avito users highly rate confidence in purchase outcomes (60%), brand openness and honesty (65%), positive experience with the platform (74%). Among higher-income audiences, the figures are higher: 71%, 79%, and 78% respectively.
Practical insights for influencer advertising
Brands need not a one-off integration with bloggers, but a consistent communication strategy where every touchpoint with the audience builds trust. When planning a media plan, it's important to consider the reputation of platforms and creators, transparency of cooperation terms, and honesty in promises. An influencer agency helps build such a strategy: select bloggers with high audience trust levels, forecast KPIs taking reputation factors into account, organize media buying on platforms with strong reputations. The ETC team builds campaigns where each integration works not only for reach, but also for long-term brand trust.
Frequently asked questions
How does advertising influence brand trust?
79% of Russians believe that advertising influences brand trust. Honest and non-intrusive advertising builds trust (46% of respondents), while broken promises destroy it (31%). Consumers evaluate the entire journey of interaction with a brand — from the first contact in advertising to purchase and service.
Why do brands lose trust because of AI?
29% of consumers report decreased trust in brands that hide their use of artificial intelligence in advertising. Technology strengthens trust when it helps with decision-making and improves user experience. Transparency matters, not the mere fact of AI use.
How does a platform influence trust in advertising?
Trust in a platform directly influences trust in the advertising placed on it. If a user considers the platform reliable, they perceive advertising on it as more credible and safe. Brands receive part of the audience's trust from the platform where they place their ads.
In brief
- 79% of Russians believe that advertising influences brand trust, 72% use advertising when choosing products.
- Trust is associated with stability (75% of respondents) and consists of three levels: reliability, reputation signals, emotional experience.
- 46% trust honest and non-intrusive advertising, 31% are deterred by broken brand promises.
- 58% notice companies' use of AI, 29% lose trust in brands that hide the use of technology.
- In e-commerce, trust is formed through the platform and the seller: 56% decrease their trust in a platform after receiving a low-quality product.
- Platform reputation becomes an asset for advertisers — brands receive part of the audience's trust from the platform where they place their ads.
Want to see where the market is heading before your competitors do? The ETC team builds a media strategy and media plan for your niche — with reach forecasts and KPIs fixed in the contract.
