Influencer Marketing and Authenticity in Content Creation

Across four studies, over 1,100 participants, and two product categories, we examine the impact of endorser type (celebrity vs. influencer) on consumers' willingness to pay for an endorsed product (Study 1a). We determine whether the impact of endorser type on willingness to pay is mediated by perceptions of authenticity (Study 1b). Finally, we test how perceptions that an endorser as a content creator (vs. paid promoter) acts as a boundary condition on the effect of authenticity on willingness to pay (Study 2a). Moreover, consumers see an endorsement by influencers who demonstrate they are intrinsically motivated and in creative control over their content as more believable and authentic, which significantly drives their willingness to pay for an endorsed product (Study 2b). We propose that in influencer marketing, marketing practitioners should seek to engage influencers who are authentic and retain control over their own content. Theoretical and practical implications are discussed, and recommendations for future research are presented.

Automated summary

The research compared the impact of using celebrities and influencers as endorsers on consumers' willingness to pay, explored the mediating role of authenticity, and tested the boundary condition of endorsers as content creators on the effect of authenticity on willingness to pay. Consumers find endorsements by influencers with intrinsic motivation and creative control over their content more believable and authentic, leading to increased willingness to pay for endorsed products.