TY - JOUR
T1 - Consequences of influencer-created content on influencers’ authenticity in the beauty and personal care industry
AU - Ünalmış, Ece
AU - Dirsehan, Taşkın
AU - Erdoğmuş, İrem Eren
N1 - Publisher Copyright:
© 2024 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.
PY - 2024/7/8
Y1 - 2024/7/8
N2 - One challenge in creating a personal brand is convincing consumers that it is authentic. Brands perceived to be inauthentic will have difficulty engaging with consumers; thus, the brand may not be long-lasting. This is also important for influencers, as they are a type of personal brand. Therefore, it is essential to consider the authenticity that is necessary for influencers when creating their brands. This study adapts the dimensions of advertising content value, and it examines the direct and indirect effects on influencer authenticity and followers’ trust, attitudes, and purchase intentions. The study reached out to 445 social media users interested in beauty and personal care products. The results indicate that the perceived entertainment and perceived informativeness of the influencer’s post content have a significant positive effect on influencer authenticity. Moreover, the results also show that influencer authenticity plays an important role in trust in and attitude toward branded posts. Finally, trust in and attitude toward branded posts lead to purchase intention.
AB - One challenge in creating a personal brand is convincing consumers that it is authentic. Brands perceived to be inauthentic will have difficulty engaging with consumers; thus, the brand may not be long-lasting. This is also important for influencers, as they are a type of personal brand. Therefore, it is essential to consider the authenticity that is necessary for influencers when creating their brands. This study adapts the dimensions of advertising content value, and it examines the direct and indirect effects on influencer authenticity and followers’ trust, attitudes, and purchase intentions. The study reached out to 445 social media users interested in beauty and personal care products. The results indicate that the perceived entertainment and perceived informativeness of the influencer’s post content have a significant positive effect on influencer authenticity. Moreover, the results also show that influencer authenticity plays an important role in trust in and attitude toward branded posts. Finally, trust in and attitude toward branded posts lead to purchase intention.
UR - http://www.scopus.com/inward/record.url?scp=85197705698&partnerID=8YFLogxK
U2 - 10.1080/13527266.2024.2371833
DO - 10.1080/13527266.2024.2371833
M3 - Article
AN - SCOPUS:85197705698
SN - 1352-7266
JO - Journal of Marketing Communications
JF - Journal of Marketing Communications
ER -