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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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