New research reveals major strategies for influential authenticity

A search Published In Marketing journal Influencer highlights the complex dynamics of authenticity in marketing, revealing significant insight to brands, affected and marketing agencies.

“Authenticity in affected marketing: How can you work together to affect effects and brands and maintain authenticity?” The Robinson College of Business, Georgia State, was organized by Barbara Dfeck and three co-orders of marketing at Business.

The team conducted 185 intense interviews with the leadership of consumers, affected, brand managers, and influential marketing agencies, so that it could be ascertained how to affect and brand can effectively collaborate to promote real consumer connections Are.

The study stated that authenticity is not only an inherent feature of the affected, but the result of a developed relationship between the affected, brands and consumers. Conclusions show that authenticity is affected by five core properties:

• Specialization. Influencers have the ability to display deep understanding and experience in their niche.
• Connect. Emotional bond between the affected and their audience promoted through real interaction.
• originality. The distinction of storytelling and creative material that echoes with followers.
• Transparency. Open communication about brand partnership, including the use of AI in material construction.
• integrity. Emphasizing passion on financial encouragement, the alleged inspiration of the affected people supporting the brands.

“We found that all five properties with an influential person are considered authentic. One property may be absent, and other properties can still be seen as real by consumers,” said Dfek. “For example, an influential person does not need to be a expert like a dermatologist to give skincare advice, as long as he is a consistent material manufacturer about the theme of Skincare.”

Another surprising thing is that the rise of generic AI in impressive materials does not necessarily destroy authenticity. Instead, when the affected AI scripting, editing, and the role of AI in increasing their work, it can strengthen the trust and reliability among the followers.

A major stress known in the study is the conflict between influential creativity and brand control. Many influential partnerships reject partnership that applies rigorous scripting, as the audience is in favor of the content that reflects the styles of unique storytelling of those affected. When the influencers are given creative freedom within the brand guidelines, there is a significant increase in engagement and authenticity.

The study provides actionable recommendations for both affected and brands:

• Brands should select the affected people whose values ​​only align with themselves instead of focusing on the counting.
• Influencers should maintain transparency about their brand partnership and ensure that the sponsored materials align with their real interests.
• Marketing agencies should act as mediators, ensuring that the brand expectations do not compromise effective originality.

With impressive marketing an estimated over $ 24 billion by 2025, the findings of the study offer a roadmap for brands and material creators seeking prolonged success. Specialization, connectivity, originality, transparency, and integrity can create durable and meaningful impressive-brand relationship by promoting authenticity-individual or in combination-in combination.