From Trends to Trust: Exploring the Factors That Influence Perceptions of Authenticity in Influencer Content Shifts.

Poster Session VII - Research Proposal Posters

Keyword: Public Distrust

Abstract: This study examines how consumers perceive authenticity when influencers change content genres. Using Nune’s (2021) framework, data from qualitative surveys will explore key factors shaping these perceptions, analyzing participant reflections on influencer content to identify themes and insights into authenticity judgments during such transitions.

• Anna Donalies (Presenting Author)
• Matthew Zagumny (Author)