When the Influencer Becomes the Brand : Exploring Trust and Reputational Recovery through Perceived Authenticity

Background: In today’s influencer-driven marketplace, personal branding and commercial ventures are increasingly intertwined. When a reputational crisis arises, influencers are not only managing damage to their public image but also to the businesses they own. In an era where social media audiences are increasingly attentive and critical, the perceived authenticity of an influencer’s crisis response has become a crucial factor in shaping trust and reputational recovery. Purpose: While previous research has examined crisis communication and influencer marketing separately, little is known about how followers interpret authenticity during influencer-owned brand crises. This study explores how followers perceive authenticity in influencers’ crisis responses and how these perceptions influence trust and judgements of brand reputation recovery. Method: The study employs a qualitative multiple case study approach, focusing on three Swedish influencer-owned brands, Ida Warg Beauty, Caia Cosmetics, and Djerf Avenue. Semi-structured interviews were conducted with 12 Swedish-speaking female participants aged 23-32. The data was analyzed thematically using the abductive approach and Spiggle’s (1994) framework for coding and interpretation. Conclusion: The study finds that followers evaluate recovery efforts based on emotional sincerity, transparency, and ongoing accountability. Authenticity emerged as essential for rebuilding trust, with successful recovery tied to consistent alignment between the influencer’s values and brand actions.