Influencer Marketing and Authenticity in Content Creation

Volume: 30, Issue: 4, Pages: 342 - 351
Published: Apr 27, 2021
Abstract
Across four studies, over 1,100 participants, and two product categories, we examine the impact of endorser type (celebrity vs. influencer) on consumers’ willingness to pay for an endorsed product (Study 1a). We determine whether the impact of endorser type on willingness to pay is mediated by perceptions of authenticity (Study 1b). Finally, we test how perceptions that an endorser as a content creator (vs. paid promoter) acts as a boundary...
Paper Details
Title
Influencer Marketing and Authenticity in Content Creation
Published Date
Apr 27, 2021
Volume
30
Issue
4
Pages
342 - 351
Citation AnalysisPro
  • Scinapse’s Top 10 Citation Journals & Affiliations graph reveals the quality and authenticity of citations received by a paper.
  • Discover whether citations have been inflated due to self-citations, or if citations include institutional bias.