Authenticity Under Threat: When Social Media Influencers Need to Go Beyond Passion

Brands are increasingly promoting their products through partnerships with social media influencers (SMIs). Through qualitative approaches—a netnography of SMI posts and interviews with SMIs— we explore how SMIs manage their authenticity while partnering with brands. Results suggest that SMIs implement two potentially complementary strategies: passionate authenticity and/or informational authenticity.


Alice Audrezet, Gwarlann Caffier de Kerviler, and Julie Guidry Moulard (2017) ,"Authenticity Under Threat: When Social Media Influencers Need to Go Beyond Passion", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 509-510.


Alice Audrezet, Institut Supérieur de Gestion, France
Gwarlann Caffier de Kerviler, IESEG School of Management, France
Julie Guidry Moulard, Louisiana Tech University, USA


NA - Advances in Consumer Research Volume 45 | 2017

Share Proceeding

Featured papers

See More


Understanding Trust Formation in Peer-to-peer Social Commerce

Lena Cavusoglu, Portland State University
Deniz Atik, University of Texas Rio Grande Valley, USA

Read More


P10. Omission Bias in the Gain vs. Loss Domain

Jen H. Park, Stanford University, USA

Read More


The Dark Side of Luxury: The Social Costs of Conspicuous Consumption

Christopher Cannon, Northwestern University, USA
Derek Rucker, Northwestern University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.