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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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.