Be constantly different! How to manage influencer authenticity

Abstract Social media influencers are increasingly approached by marketers to advocate brands and products. This practice is commonly called ‘influencer marketing’. Influencers can take advantage of their reach importance for consumers’ decision making obtaining rewards from marketers. At the same time, consumers aware this practice. In context, perception an influencers´ authenticity key when it comes his/her ability persuade others. research, we shed light on nature influencer construct, its boundaries as well relationships with brand-related variables responsible buying decisions. Using experimental approach (n = 163), demonstrate that especially influencers’ uniqueness consistency increase authenticity. Furthermore, our results show a strong impact purchase intention, which partially mediated via brand attitude.