...Diem-Trang Vo; Nguyen Quynh Mai; Long TV Nguyen; Nguyen Hoang Thuan; Duy Dang-Pham; Ai-Phuong Hoang Purpose The role of customers has moved from reactive to proactive, and they require more control over digital touchpoints. The quest for authenticity is their response to the dark side...

... the authenticity of the influencer (“true to oneself”), which further affects the influencer's product recommendation effectiveness (i.e. attitudes toward the post and recommended product). Design/methodology/approach Experiment 1 examines the effect of image enhancement on consumers' perceived influencer...

...Jung Ah Lee; Matthew S. Eastin Purpose Public perceptions of the authenticity of social media influencers (SMIs) are a key driver of the latter's persuasiveness as brand endorsers. Despite its importance, no measurement scale currently exists for perceived authenticity of social media influencers...