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Journal of Promotional Communications

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Published

2025-01-10

Issue

Vol. 11 No. 1 (2025)

Section

Articles

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Authenticity in the Realm of Influencer Marketing: A Systematic Review

Maryam Amini

Abstract

Authenticity in influencer marketing is a multifaceted concept, playing a crucial role in shaping producer-influencer-consumer relationships. This study employs the Scientific Procedures and Rationales for the Systematic Literature Reviews (SPAR-4-SLR) protocol to systematically review the existing literature on authenticity within the context of social media influencers. The methodology involves three stages: assembling, arranging, and assessing. Each stage includes sub-stages tailored to ensure thoroughness and accuracy in the literature review process. This analysis suggests that the key dimensions of authenticity in the realm of influencer marketing include an emphasis on origin, alignment with societal expectations, expressions of inner integrity, individual interpretation and intrapersonal connection of the audience. This study equips influencers with a comprehensive understanding of authenticity and enables them to evaluate their content and help them strike a strategic balance between their claims of inner genuineness and external pressures. Additionally, researchers benefit from its contribution to synthesizing authenticity typologies from various fields and its innovative methodological approach. Keywords: Authenticity, Influencer marketing, Systematic literature review, Social media influencers.