The Significance of Consumers’ Perceived Authenticity to Engagement : Explorative Research of Influencer Marketing in Instagram

Background: Consumers have created resistance towards marketing which can be seen for example as cynicism and criticism towards advertisements. Consequently, marketers do not achieve the aimed effect to consumers as easily as earlier. Authentic advertisement is said to be a tool to surpass the consumers’ resistance. Additionally, authenticity is argued to be the cornerstone of modern marketing and influencer marketing is said to be an appropriate channel fostering this. Aim: With this thesis the aim is to research how this the perceived authenticity of consumers affect on the engagement in Instagram to influencer marketers’ postings. Also, to determine and identify the consumers’ perception of authenticity in influencer marketing, especially in Instagram postings. Additionally, the aim is to identify what is the significance of consumers’ perceived authenticity to engagement in influencer marketing postings in Instagram. Methodology: A qualitative explorative research including an influencer interview, focus group interview with five Instagram users and observational study to three Instagram influencers. Findings: Consumers’ perceived authenticity have a positive significance to engagement in influencer marketing in Instagram. However, causes of engagement are relatively ambiguous, and the engagement in influencers’ postings is influenced by other aspects as well than consumers’ perceived authenticity