Influencer Authenticity – Conceptualization, Nature and Nomological Role

Social media influencers are increasingly approached by marketers
to advocate brands and products. This practice is commonly called ‘influencer
marketing’. Influencers can take advantage of their reach and importance for consumers’ decision making by obtaining rewards from marketers. Consumers are increasingly aware of this practice and hence, both perceived influencer credibility and authenticity are key when it comes to influencers’ ability to persuade others. Yet only an insignificant body of literature has investigated the concept of influencer authenticity. In this research, we shed light on the nature of this construct, its boundaries as well as its relationships with other variables responsible for consumers’ buying decisions. Our literature research not only identifies influencer authenticity’s components, but also the concept’s importance for the impact of influencers’ recommendations.