Perceived authenticity of social media influencers: scale development and validation
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DOI: 10.1108/jrim-12-2020-0253
Abstract: PurposePublic perceptions of the authenticity of social media influencers (SMIs) are a key driver of the latter's persuasiveness as brand endorsers. Despite its importance, no measurement scale currently exists for perceived authenticity of social media… read more here.
Keywords: social media; research; perceived authenticity; authenticity social ... See more keywords