Influencer authenticity

Abstract

Influencer authenticity, which distinguishes influencer marketing from traditional marketing tactics such as TV ads, company websites, and pop-up ads, remains an important concept, yet lacks formal conceptualization. This research uses a mixed-methods approach to conceptualize Influencer Authenticity (IA), identify its dimensions, develop its measurement scales, and investigate its impacts on customer engagement. Using a rigorous literature review and three qualitative studies, IA is conceptualized as a multi-dimensional construct containing passion, interactivity, symbolism, consistency, originality, and transparency (the PISCOT framework). Four quantitative studies develop scale items to measure the components of IA reliably. In the final field study, we show that IA positively affects customer engagement by creating higher consumer trust.