The authenticity playbook
File(s)
Author(s)
Duffek, Barbara
Eisingerich, Andreas
Merlo, Omar
Type
Journal Article
Abstract
Barbara Duffek, Andreas B. Eisingerich, and Omar Merlo share insights from a global study on influencer marketing, revealing five properties that contribute to authenticity and suggesting six strategies that will help managers to align their stakeholders, build trust, and get the most out of influencer marketing.
Date Issued
2026-09-01
Date Acceptance
2025-12-06
Citation
Management and Business Review, 2026, 6 (2-3), pp.60-64
ISSN
2694-104X
Publisher
SAGE
Start Page
60
End Page
64
Journal / Book Title
Management and Business Review
Volume
6
Issue
2-3
Copyright Statement
© The Author(s) 2026. This is the author’s accepted manuscript made available under a CC-BY licence in accordance with Imperial’s Research Publications Open Access policy (www.imperial.ac.uk/oa-policy)
License URL
Publication Status
Published
Date Publish Online
2026-08-28