Authenticity under threat: When social media influencers need to go beyond self-presentation

Alice Audrezet (), Gwarlann de Kerviler () and Julie Guidry Moulard
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Alice Audrezet: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Gwarlann de Kerviler: LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - Université de Lille - CNRS - Centre National de la Recherche Scientifique

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Abstract: Social media influencers (SMIs) are increasingly being approached by brands to promote products, a practice commonly called influencer marketing. SMIs can take advantage of their influence to obtain personal rewards by entering into partnerships with brands. However, SMI followers value influencers' intrinsic motivations and noncommercial orientation. Thus, SMI–brand collaborations may result in tensions for SMIs' authenticity management. This research applies a qualitative approach based on SMI–brand partnership observations, SMI interviews, and a comparison of these data sources. Two authenticity management strategies emerged from the analysis: passionate and transparent authenticity. We articulate these strategies to propose a four-path framework that provides the first conceptualization of how SMIs can manage authenticity for themselves to resolve the tensions created by brand encroachment into their content. The results offer guidance for both SMIs and marketers on how to best partner with each other to build win–win relationships while protecting SMIs' authenticity.

Keywords: Influencer marketing; Social media; Authenticity; Fashion (search for similar items in EconPapers)
Date: 2018-07-18
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Citations: View citations in EconPapers (20)

Published in Journal of Business Research, 2018, ⟨10.1016/j.jbusres.2018.07.008⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01914732

DOI: 10.1016/j.jbusres.2018.07.008

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