From a consumer viewpoint, this paper analyses the factors that
constitute an authentic SMI when they endorse products on Instagram. The method
is exploratory and qualitative, where focus groups were asked to examine the
posts of key influencers. Findings have resulted in the authentic influencer
model, composed of four explanatory features. Firstly, trustworthiness.
The values of the brand and those of the influencer must be closely aligned.
Secondly, the SMI must be transparent. Endorsers must be open about
their paid connection to a sponsor. Thirdly, there must be relatability between the SMI and the consumer. Fourthly, the SMI must possess expertise in the product. Whilst previous work has been carried out on corporate brand
authenticity in social media, relatively little research has so far been
conducted on the SMI and consumer perceived authenticity. Consequently, this
work assists in filling a gap, where the analysis could be utilised to develop
strategies to enhance the authenticity of the SMIs personal brand, and that of
the endorsed organisation. The model here could also help spur research, both
qualitative and quantitative, in this important area of business and social
media marketing.
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