A recent study in the Journal of Marketing explores the relationship dynamics in influencer marketing, emphasizing that authenticity is perceived through five key properties: expertise, connectedness, originality, transparency, and integrity. Conducting 185 in-depth interviews, researchers discovered that authenticity is influenced by the interplay between influencers' characteristics and their interactions with audiences. The study highlights flexibility in these properties, indicating that lacking one can be compensated by others, thus enhancing the perceived authenticity of influencers in marketing contexts.
"We found that an influencer doesn't have to have all five properties to be considered authentic... one property could be absent, and the other properties offset it to still be seen by consumers as genuine."
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