Refining the conceptualization of audience-perceived influencer authenticity based on the entity-referent correspondence framework
(A2025-124279)

AUTHORS

Changyan Li, Ghent University; Liselot Hudders, Ghent University; Steffi De Jans, Ghent University; Julie Moulard, Louisiana Tech University

ABSTRACT

Influencer authenticity is recognized as one of the underpinnings of influencer marketing, yet it lacks a consistent and comprehensive definition, which undermines research validity. This study refines its conceptualization by leveraging the Entity-Referent Correspondence framework, proposing that audience-perceived influencer authenticity is a multidimensional construct comprising three distinct dimensions: true-to-self, true-to-fact, and true-to-ideal authenticity. By incorporating two audience-influencer relationship types: 1) para-social relationships where influencers function as online “friends”, and 2) the relationships between consumers and promotional professionals where influencers recommend products and services, this study presents a conceptual framework that offers a nuanced and comprehensive understanding of audience-perceived influencer authenticity.