The Authenticity Playbook

Barbara Duffek, Andreas B. Eisingerich, and Omar Merlo share insights from a global study on influencer marketing, revealing five properties that contribute to authenticity and suggesting six strategies that will help managers to align their stakeholders, build trust, and get the most out of influencer marketing.

Authors

Institutions

Publication Details

Journal
Management and business review.
Published
2026-08-28
DOI
https://doi.org/10.1177/2694104x261479065
Primary Topic
Digital Marketing and Social Media
Type
article
Field-Weighted Citation Impact
0.00
Controls
|||
ALL TIME
JAN
FEB
MAR
APR
MAY
JUN
JUL
AUG
SEP
OCT
article

The Authenticity Playbook

Omar Merlo, Barbara Duffek, Andreas B. Eisingerich
Management and business review.
Digital Marketing and Social Media
article

The Authenticity Playbook

Omar Merlo, Barbara Duffek, Andreas B. Eisingerich
article en

Abstract

Barbara Duffek, Andreas B. Eisingerich, and Omar Merlo share insights from a global study on influencer marketing, revealing five properties that contribute to authenticity and suggesting six strategies that will help managers to align their stakeholders, build trust, and get the most out of influencer marketing.

Management and business review.Vol. 6(2-3)
AR2i (FR)
Partnerships for the goals
Openalex Percentile: Top 4%
Digital Marketing and Social Media
DOISourceOpenAlex
AI Navigator

Ask Laika to Summarize, Analyze, and Connect papers live on the map.

Summarize Papers & Methodologies

Extract key findings, datasets, and comparative methods across publications.

Benchmark Rankings & Visual Analytics

Rank top research institutions, authors, funders, topics, and journals by Field-Weighted Citation Impact (FWCI) and paper volume with instant charts.

Connect Distant Disciplines

Bridge topological clusters on the map to find hidden collaborative intersections.

The Authenticity Playbook — Omar Merlo, Barbara Duffek, et al. · Management and business review. (2026) | TGRS Research Map | TGRS