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Social media influencers (SMIs) have emerged as pivotal figures in shaping consumer behavior, acting as vital intermediaries between brands and their audiences. While extensive research has explored the influence of SMIs on consumer brand interactions, the role of SMI authenticity remains under-explored. This study addresses this gap by demonstrating that SMI authenticity significantly enhances consumer engagement with endorsed brands, subsequently influencing brand attitudes. Furthermore, the research reveals that SMI authenticity cultivates parasocial relationships. Additionally, the study identifies product congruency as a moderating factor influencing the relationship between SMI authenticity and consumer brand engagement. From a theoretical perspective, this research contributes to Self-Determination Theory (SDT) by illustrating how authenticity, an essential component of intrinsic motivation, can enhance consumer engagement and loyalty. The findings underscore marketers’ need to prioritize authenticity in influencer partnerships. By encouraging SMIs to share relatable content, brands can enhance consumer trust and brand advocacy.
Banerjee et al. (Fri,) studied this question.