Details

Autor(en) / Beteiligte

• Audrezet, Alice
• de Kerviler, Gwarlann Caffier
• Moulard, Julie Guidry

Titel

Authenticity Under Threat: When Social Media Influencers Need To Go Beyond Passion

Ist Teil von

• Advances in Consumer Research, 2017, Vol.45, p.509-510

Ort / Verlag

Urbana: Association for Consumer Research

Erscheinungsjahr

2017

Quelle

Business Source Ultimate

Beschreibungen/Notizen

• Findings of Moulard et al's study should help "social media influencers" (SMIs) manage their authenticity under threat as it suggest that they can either use Passion or Information. SMIs should be cautious to report the reality of the partnership and the product in their "word-of-mouth marketing" (WOMM) contents. Similarly, they should keep producing noncommercial messages about brands they are really passionate about. In the same vein, managers should be attentive to let SMIs selects products in order to increase enthusiasm for the brand and minimize constraints to give room for personalized communication aligned with SMFs style and opinions.