Authenticity in Influencer-Driven Social Marketing Campaigns

Social media influencers (SMIs) have become pivotal in shaping consumer behaviour (Hugh Wilkie et al., 2022). Their unique ability to foster personal connections with followers positions them as potential drivers of positive social change (Audrezet et al., 2020). However, they are currently underutilised in social marketing. Authenticity, defined as the genuine and transparent nature of an influencer's engagement with their audience (Wellman et al., 2020), is central to the effectiveness of SMI-driven marketing. Authentic SMIs are perceived as more credible and relatable, enhancing their ability to influence followers' attitudes and behaviours (Evans et al., 2017). SMIs must navigate the challenge of being authentic while maintaining viewer trust and engagement, a dilemma that has led to studies investigating strategies for developing and maintaining authenticity (Chen et al., 2023). Despite the importance of authenticity, a comprehensive framework for assessing SMI authenticity, particularly in the context of social marketing, is lacking. This creates uncertainty in measuring authenticity and understanding its implications for SMI partnerships and outcomes. Developing such a framework is crucial to effectively harness the potential of SMIs to drive social change. This paper critiques current conceptualisations of authenticity in SMI-driven campaigns and proposes a comprehensive framework for assessing authenticity in social marketing. It addresses the following questions: RQ1: What are the limitations of current conceptualisations of SMI authenticity, particularly in relation to a social marketing context involved in? RQ2: How can the limitations of current conceptualisations of SMI authenticity be addressed through developing a comprehensive framework in a social marketing context?