Authenticity under threat: When social media influencers need to go beyond self-presentation

Social media influencers (SMIs) are increasingly being approached by brands to promote products, a practice commonly called influencer marketing. SMIs can take advantage of their influence to obtain personal rewards by entering into partnerships with brands. However, SMI followers value influencers' intrinsic motivations and noncommercial orientation. Thus, SMI–brand collaborations may result in tensions for SMIs' authenticity management. This...