Influencer Authenticity: To Grow or to Monetize

Cristina Nistor (), Matthew Selove () and J. Miguel Villas-Boas ()
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Cristina Nistor: Argyros College of Business and Economics, Chapman University, Orange, California 92866
Matthew Selove: Argyros College of Business and Economics, Chapman University, Orange, California 92866
J. Miguel Villas-Boas: Haas School of Business, University of California, Berkeley, Berkeley, California 94720

Management Science, 2025, vol. 71, issue 6, 5251-5267

Abstract: Social media influencers can grow their number of followers by endorsing products that are authentic for their social media persona or, alternatively, monetize their followers by endorsing a wider variety of products. We develop a dynamic model in which an influencer continuously decides whether to be authentic as she balances increasing awareness with generating revenues from sponsored posts. We derive conditions in which the influencer is authentic during an early growth phase, but she becomes inauthentic once a large enough fraction of potential followers are aware of her. Celebrities become inauthentic at a lower awareness level than pure social media influencers. If posts can go viral, the influencer initially is inauthentic as she hopes to go viral, she later becomes authentic to grow awareness rapidly, and she eventually becomes inauthentic again.

Keywords: marketing: advertising and media; marketing: promotion; economics: game theory and bargaining theory (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:inm:ormnsc:v:71:y:2025:i:6:p:5251-5267

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