Titre :

Authenticity under threat: When social media influencers need to go beyond self-presentation

Auteur(s) :

Audrezet, Alice [Auteur]
Dauphine Recherches en Management [DRM]
de Kerviler, Gwarlann [Auteur]
Lille économie management - UMR 9221 [LEM]
Guidry Moulard, Julie [Auteur]

Titre de la revue :

Journal of Business Research

Éditeur :

Elsevier

Date de publication :

2018-07-18

ISSN :

0148-2963

Mot(s)-clé(s) en anglais :

Influencer marketing
Social media
Authenticity
Fashion

Discipline(s) HAL :

Sciences de l'Homme et Société/Gestion et management

Résumé en anglais : [en]

Social media influencers (SMIs) are increasingly being approached by brands to promote products, a practice commonly called influencer marketing. SMIs can take advantage of their influence to obtain personal rewards by ...
Lire la suite >Social media influencers (SMIs) are increasingly being approached by brands to promote products, a practice commonly called influencer marketing. SMIs can take advantage of their influence to obtain personal rewards by entering into partnerships with brands. However, SMI followers value influencers' intrinsic motivations and noncommercial orientation. Thus, SMI–brand collaborations may result in tensions for SMIs' authenticity management. This research applies a qualitative approach based on SMI–brand partnership observations, SMI interviews, and a comparison of these data sources. Two authenticity management strategies emerged from the analysis: passionate and transparent authenticity. We articulate these strategies to propose a four-path framework that provides the first conceptualization of how SMIs can manage authenticity for themselves to resolve the tensions created by brand encroachment into their content. The results offer guidance for both SMIs and marketers on how to best partner with each other to build win–win relationships while protecting SMIs' authenticity.Lire moins >

Langue :

Anglais

Comité de lecture :

Oui

Audience :

Internationale

Vulgarisation :

Non

Collections :

• Lille Économie Management (LEM) - UMR 9221

Source :

Harvested from HAL