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Influencer Authenticity – Conceptualization, Nature and Nomological Role

In: Advances in Digital Marketing and eCommerce

Author

Listed:
  • Christina Lindmoser

    (Salzburg University of Applied Sciences)

  • Wolfgang J. Weitzl

    (University of Applied Sciences Upper Austria)

  • Robert Zniva

    (Salzburg University of Applied Sciences)

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.

Suggested Citation

  • Christina Lindmoser & Wolfgang J. Weitzl & Robert Zniva, 2022. "Influencer Authenticity – Conceptualization, Nature and Nomological Role," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Luis F. Martinez (ed.), Advances in Digital Marketing and eCommerce, pages 140-148, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-05728-1_17
    DOI: 10.1007/978-3-031-05728-1_17
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