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INFLUENCER MARKETING
Research reveals key strategies required for influencer authenticity
By our African Marketing Confederation News Team | 2025
Study highlights that authenticity is the result of an evolving relationship between influencers, brands and consumers.
A study published in the peer-reviewed Journal of Marketing sheds light on the complex dynamics of authenticity in influencer marketing, revealing critical insights for brands, influencers and marketing agencies.
The research, titled ‘Authenticity in Influencer Marketing: How Can Influencers and Brands Work Together to Build and Maintain Influencer Authenticity?’ was conducted by Barbara Duffek, Assistant Professor of Marketing at Georgia State University in the US, and three co-researchers.
They conducted in-depth interviews with consumers, influencers, brand managers, and the leadership of influencer marketing agencies to explore how influencers and brands can collaborate effectively to foster genuine consumer connections.
Photo by Antoni Shkraba from Pexels
The study highlights that authenticity is not just an inherent characteristic of influencers, but a result of an evolving relationship between influencers, brands and consumers. The findings indicate that authenticity is influenced by five core properties:
- Expertise. Influencers’ ability to demonstrate deep understanding and experience in their niche.
- Connectedness. The emotional bond between influencers and their audience, fostered through genuine interactions.
- Originality. The uniqueness of storytelling and creative content that resonates with followers.
- Transparency. Open communication about brand partnerships, including the use of AI in content creation.
- Integrity. The perceived motivations of influencers in endorsing brands, emphasising passion over financial incentives.
“We found that an influencer doesn’t have to have all five properties to be considered authentic. One property could be absent, and the other properties offset it to still be seen by consumers as genuine,” says Duffek.
“For example, an influencer does not have to be an expert like a dermatologist to give skincare advice, as long as they are a consistent content creator about the topic of skincare.”
Another surprising finding is that the rise of generative AI in influencer content does not necessarily erode authenticity. Instead, when influencers are transparent about AI’s role in scripting, editing and enhancing their work, it can strengthen trust and credibility among followers.
A key tension identified in the study is the conflict between influencer creativity and brand control.
Many influencers reject partnerships that impose rigid scripting, as audiences favour content that reflects influencers’ unique storytelling styles. When influencers are given creative freedom within brand guidelines, engagement and authenticity significantly increase.
The study provides actionable recommendations for both influencers and brands:
- Brands should prioritise selecting influencers whose values align with their own, rather than solely focusing on follower count.
- Influencers should maintain transparency regarding their brand partnerships and ensure that sponsored content aligns with their genuine interests.
- Marketing agencies should act as mediators, ensuring that brand expectations do not compromise influencer originality.
According to the researchers, the study’s findings offer a roadmap for brands and content creators seeking long-term success. By fostering authenticity through expertise, connectedness, originality, transparency, and integrity – whether individually or in combination – stakeholders can build sustainable and meaningful influencer-brand relationships.
You can find out more about the study here.
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