Creating Authenticity Online: How Transparency in Brand Collaborations Shapes Influencer Credibility

Consumers increasingly engage with social media influencers whose online personas align with their self-construal and in-group identities. Influencer marketing has therefore become a prominent promotional strategy that relies on perceived authenticity and emotional connection. However, the growing prevalence of transparent brand collaborations has raised questions regarding their impact on influencer credibility. This study explored how explicit disclosure of influencer–brand partnerships shapes perceptions of authenticity and follower engagement. Drawing on interview data from 15 active Instagram users, the study examined participants’ interpretations of sponsored content and their perceptions of transparency practices. The findings revealed that overt transparency regarding financial partnerships often weakened perceived influencer authenticity and reduced intentions to engage with or continue following influencers. Participants described sponsorship disclosures as disrupting the perceived sincerity of influencer content and reframing relationships as transactional. By integrating perspectives from influencer marketing and the commercialization of intimate digital spaces, this study provides qualitative insight into how transparency requirements reshape influencer–follower dynamics.