Strategic Authenticity in Influencer Marketing

Li Chen and Andrew N. Smith explain how video influencers can increase their viewers’ engagement with sponsored content. They show that clear disclosure of sponsorships boosts this engagement, while excessive customization and subjective endorsements may backfire, undermining the perceived authenticity that makes influencer marketing work.

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Publication Details

Journal
Management and business review.
Published
2026-08-28
DOI
https://doi.org/10.1177/2694104x261479067
Primary Topic
Digital Marketing and Social Media
Type
article
Field-Weighted Citation Impact
0.00
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article

Strategic Authenticity in Influencer Marketing

Li Chen, Andrew N. Smith
Management and business review.
Digital Marketing and Social Media
article

Strategic Authenticity in Influencer Marketing

Li Chen, Andrew N. Smith
article en

Abstract

Li Chen and Andrew N. Smith explain how video influencers can increase their viewers’ engagement with sponsored content. They show that clear disclosure of sponsorships boosts this engagement, while excessive customization and subjective endorsements may backfire, undermining the perceived authenticity that makes influencer marketing work.

Management and business review.Vol. 6(2-3)
Suffolk University (US)
Openalex Percentile: Top 4%
Digital Marketing and Social Media
DOISourceOpenAlex
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