“I am a brand!”: an analysis of image management, perceived sacrifice and authenticity among fashion influencers

Purpose This study investigates how fashion influencers manage their public image through sacrificial practices in pursuit of authenticity. Design/methodology/approach A qualitative approach was employed, involving semi-structured interviews with fashion influencers and the collection of secondary data from their Instagram posts. Interview data were analyzed using thematic analysis, while the posts were examined through still image semiotic analysis. Findings The research reveals that influencers construct authenticity as a fluid and adaptive investment, balancing intrinsic, emotional, and relational elements. Image management involves dual strategies of brand endorsement and self-promotion within a framework of self-representation, conceptualized as absolute authenticity with a passionate focus. This approach entails significant sacrifice, as influencers rely on continuous social validation and navigate complex social ideals. Reputation emerges as cultural capital, reinforcing emotional and social rewards that sustain their practices. Research limitations/implications The study focuses on nano- and micro-influencers, categories known for their authenticity strategies. Future research could extend this inquiry to other influencer categories. Practical implications The findings offer valuable insights for marketers and companies in selecting appropriate digital fashion influencers for campaigns. Additionally, the study encourages influencers to critically reflect on their practices and identify areas for improvement through a sacrificial lens of the profession. Originality/value The study innovatively conceptualizes authenticity as a dynamic interplay of intrinsic motivations and social sacrifice, highlighting the influencer as an active producer of authenticity rather than merely a subject of audience perception.