Influencer Authenticity – Conceptualization, Nature and Nomological Role

Christina Lindmoser; Wolfgang Jonas Weitzl; Robert Zniva

doi:10.1007/978-3-031-05728-1_17

Influencer Authenticity – Conceptualization, Nature and Nomological Role

Christina Lindmoser, Wolfgang Jonas Weitzl, Robert Zniva

Research output: Chapter in Book/Report/Conference proceedings › Conference contribution › peer-review

4 Citations (Scopus)

Abstract

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.

Original language	English (American)
Title of host publication	Advances in Digital Marketing and eCommerce - Third International Conference, 2022
Subtitle of host publication	Third International Conference, 2022
Editors	Francisco J. Martínez-López , Luis F. Martinez
Place of Publication	Cham, Switzerland
Publisher	Springer
Pages	140-148
Number of pages	9
ISBN (Print)	978-3-031-05727-4
DOIs	https://doi.org/10.1007/978-3-031-05728-1_17
Publication status	Published - 2022
Event	2022 Digital Marketing & E-Commerce Conference - University of Barcelona, Barcelona, Spain Duration: 29 Jun 2022 → 30 Jun 2022 https://www.dm-ec.org/2022-edition/

Publication series

Name	Springer Proceedings in Business and Economics
ISSN (Print)	2198-7246
ISSN (Electronic)	2198-7254

Conference

Conference	2022 Digital Marketing & E-Commerce Conference
Country/Territory	Spain
City	Barcelona
Period	29.06.2022 → 30.06.2022
Internet address	https://www.dm-ec.org/2022-edition/

Keywords

Authenticity
Credibility
Influencer
Social media marketing

Access to Document

10.1007/978-3-031-05728-1_17Licence: Unspecified

Cite this

Lindmoser, C., Weitzl, W. J., & Zniva, R. (2022). Influencer Authenticity – Conceptualization, Nature and Nomological Role. In F. J. Martínez-López , & L. F. Martinez (Eds.), Advances in Digital Marketing and eCommerce - Third International Conference, 2022: Third International Conference, 2022 (pp. 140-148). (Springer Proceedings in Business and Economics). Springer. https://doi.org/10.1007/978-3-031-05728-1_17

Lindmoser, Christina ; Weitzl, Wolfgang Jonas ; Zniva, Robert. / Influencer Authenticity – Conceptualization, Nature and Nomological Role. Advances in Digital Marketing and eCommerce - Third International Conference, 2022: Third International Conference, 2022. editor / Francisco J. Martínez-López ; Luis F. Martinez . Cham, Switzerland : Springer, 2022. pp. 140-148 (Springer Proceedings in Business and Economics).

@inproceedings{bd23e02439874f558027869931d52868,

title = "Influencer Authenticity – Conceptualization, Nature and Nomological Role",

abstract = "Social media influencers are increasingly approached by marketersto advocate brands and products. This practice is commonly called {\textquoteleft}influencermarketing{\textquoteright}. Influencers can take advantage of their reach and importance for consumers{\textquoteright} 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{\textquoteright} 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{\textquoteright} buying decisions. Our literature research not only identifies influencer authenticity{\textquoteright}s components, but also the concept{\textquoteright}s importance for the impact of influencers{\textquoteright} recommendations.",

keywords = "Influencer marketing, Marketing, Digital marketing, Authenticity, Credibility, Social influence, Authenticity, Credibility, Influencer, Social media marketing",

author = "Christina Lindmoser and Weitzl, {Wolfgang Jonas} and Robert Zniva",

note = "Publisher Copyright: {\textcopyright} 2022, The Author(s), under exclusive license to Springer Nature Switzerland AG.; 2022 Digital Marketing & E-Commerce Conference ; Conference date: 29-06-2022 Through 30-06-2022",

year = "2022",

doi = "10.1007/978-3-031-05728-1_17",

language = "Englisch (Amerika)",

isbn = "978-3-031-05727-4",

series = "Springer Proceedings in Business and Economics",

publisher = "Springer",

pages = "140--148",

editor = "{Mart{\'i}nez-L{\'o}pez }, {Francisco J. } and {Martinez }, {Luis F. }",

booktitle = "Advances in Digital Marketing and eCommerce - Third International Conference, 2022",

address = "Deutschland",

url = "https://www.dm-ec.org/2022-edition/",

}

Lindmoser, C, Weitzl, WJ & Zniva, R 2022, Influencer Authenticity – Conceptualization, Nature and Nomological Role. in FJ Martínez-López & LF Martinez (eds), Advances in Digital Marketing and eCommerce - Third International Conference, 2022: Third International Conference, 2022. Springer Proceedings in Business and Economics, Springer, Cham, Switzerland, pp. 140-148, 2022 Digital Marketing & E-Commerce Conference, Barcelona, Spain, 29.06.2022. https://doi.org/10.1007/978-3-031-05728-1_17

Influencer Authenticity – Conceptualization, Nature and Nomological Role. / Lindmoser, Christina; Weitzl, Wolfgang Jonas; Zniva, Robert.
Advances in Digital Marketing and eCommerce - Third International Conference, 2022: Third International Conference, 2022. ed. / Francisco J. Martínez-López ; Luis F. Martinez . Cham, Switzerland: Springer, 2022. p. 140-148 (Springer Proceedings in Business and Economics).

Research output: Chapter in Book/Report/Conference proceedings › Conference contribution › peer-review

TY - GEN

T1 - Influencer Authenticity – Conceptualization, Nature and Nomological Role

AU - Lindmoser, Christina

AU - Weitzl, Wolfgang Jonas

AU - Zniva, Robert

PY - 2022

Y1 - 2022

N2 - Social media influencers are increasingly approached by marketersto advocate brands and products. This practice is commonly called ‘influencermarketing’. 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.

AB - Social media influencers are increasingly approached by marketersto advocate brands and products. This practice is commonly called ‘influencermarketing’. 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.

KW - Influencer marketing

KW - Marketing

KW - Digital marketing

KW - Authenticity

KW - Credibility

KW - Social influence

KW - Authenticity

KW - Credibility

KW - Influencer

KW - Social media marketing

UR - http://www.scopus.com/inward/record.url?scp=85133023195&partnerID=8YFLogxK

U2 - 10.1007/978-3-031-05728-1_17

DO - 10.1007/978-3-031-05728-1_17

M3 - Konferenzbeitrag

SN - 978-3-031-05727-4

T3 - Springer Proceedings in Business and Economics

SP - 140

EP - 148

BT - Advances in Digital Marketing and eCommerce - Third International Conference, 2022

A2 - Martínez-López , Francisco J.

A2 - Martinez , Luis F.

PB - Springer

CY - Cham, Switzerland

T2 - 2022 Digital Marketing & E-Commerce Conference

Y2 - 29 June 2022 through 30 June 2022

ER -

Lindmoser C, Weitzl WJ, Zniva R. Influencer Authenticity – Conceptualization, Nature and Nomological Role. In Martínez-López FJ, Martinez LF, editors, Advances in Digital Marketing and eCommerce - Third International Conference, 2022: Third International Conference, 2022. Cham, Switzerland: Springer. 2022. p. 140-148. (Springer Proceedings in Business and Economics). doi: 10.1007/978-3-031-05728-1_17

Influencer Authenticity – Conceptualization, Nature and Nomological Role

Abstract

Publication series

Conference

Keywords

Access to Document

Other files and links

Activities

Influencer Authenticity – Conceptualization, Nature and Nomological Role

Cite this