Influencer Authenticity – Conceptualization, Nature and Nomological Role

Christina Lindmoser, Wolfgang Jonas Weitzl, Robert Zniva

Research output: Chapter in Book/Report/Conference proceedingsConference contributionpeer-review

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 languageEnglish (American)
Title of host publicationAdvances in Digital Marketing and eCommerce
Subtitle of host publicationThird International Conference, 2022
EditorsFrancisco J. Martínez-López , Luis F. Martinez
Place of PublicationCham, Switzerland
PublisherSpringer
Pages140-148
ISBN (Print)978-3-031-05727-4
DOIs
Publication statusPublished - 2022
Event2022 Digital Marketing & E-Commerce Conference - University of Barcelona, Barcelona, Spain
Duration: 29 Jun 202230 Jun 2022
https://www.dm-ec.org/2022-edition/

Publication series

NameSpringer Proceedings in Business and Economics (SPBE)
PublisherSpringer
ISSN (Print)2198-7246
ISSN (Electronic)2198-7254

Conference

Conference2022 Digital Marketing & E-Commerce Conference
Country/TerritorySpain
CityBarcelona
Period29.06.202230.06.2022
Internet address

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