Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference

EMAC 2020 Annual Conference

#Ad is not enough: The Effects of Authenticity of Social Media Influencers on Persuasion Knowledge and Follower Engagement

Published: May 27, 2020


Anouk Spekking, University of Amsterdam; Hsin-Hsuan Lee, ESCP Europe


influencer marketing; authenticity; attitudinal persuasion knowledge


Brands often rely on social media influencers (SMIs) to promote products. With more SMIs becoming brand endorsers, their authenticity has been questioned. This study examines whether and to what extent authenticity can influence user engagement through the establishment of parasocial interaction and attitudinal persuasion knowledge. In particular, four paths of authenticity (i.e. absolute, fairytale, disembodied and fake), which are categorized by expressing intrinsic motivation and disclosure of sponsored content, were investigated. Utilising Instagram post data from a field study and an online experiment, we found that intrinsically motivated authenticity paths are likely to trigger fewer distrusting beliefs and result in higher engagement. This relationship can be mediated by parasocial interaction but only when SMIs show a strong passion and limited transparency. However, transparency is not always the best policy and some paths of authenticity can lead to negative results.