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Influencer marketing (IM) has become increasingly relevant for brands in recent years. Brands cooperate with social media influencers (SMI), who promote the respective brand’s products and services on their own social media channels (Vrontis et al., 2020). This advertising on social media platforms represents a main touch point between brands and consumers (Geyser, 2023). Brands hope to benefit from these collaborations because SMIs possess certain characteristics, such as particularly high credibility or trustworthiness.

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Authenticity of SMIs—Construction and Validation of a Holistic SMI Authenticity Construct

  • 章节

  • 发表日期：

    2025年

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  • Luisa Mahn,
  • Michael Schade,
  • Christof Burmann,
  • Kristina Klein

摘要

Influencer marketing (IM) has become increasingly relevant for brands in recent years. Brands cooperate with social media influencers (SMI), who promote the respective brand’s products and services on their own social media channels (Vrontis et al., 2020). This advertising on social media platforms represents a main touch point between brands and consumers (Geyser, 2023). Brands hope to benefit from these collaborations because SMIs possess certain characteristics, such as particularly high credibility or trustworthiness.