Authentic isn't always best: When inauthentic social media influencers induce positive consumer purchase intention through inspiration

Vasiliki Andonopoulos, Lee, Jenny (Jiyeon) and Christine Mathies

Journal of Retailing and Consumer Services, 2023, vol. 75, issue C

Abstract: This study explores whether and how varying levels of social media influencers (SMIs) personal authenticity affect consumer behavior in four experimental studies. Though consumers who perceive SMIs as being authentic express greater intention to purchase products endorsed by the SMIs, authenticity does not influence non-purchase behaviors. SMI authenticity also affects purchase intentions through trustworthiness and inspirational capacity. However, authenticity is not always necessary to influence consumer behavior. Inauthentic SMIs still can inspire consumers and positively influence their intentions to purchase hedonic products. These findings add value to existing literature and can inform effective SMI marketing strategies for various product categories.

Keywords: Social media influencers; Personal authenticity; Trustworthiness; Inspiration; Consumer behavior (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (12)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:75:y:2023:i:c:s0969698923002722

DOI: 10.1016/j.jretconser.2023.103521

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