How authentic is authenticity on Instagram: a Swedish social media influencer and social media follower perspective
Companies are spending more money on the SMI marketing strategy than ever. Research does however show that SMIs are viewed as sellouts doing collaborations for personal profit. Hence it is questionable for how authenticity (the number one thing people look for before making a purchase) is perceived and communicated. One does simply not understand how authenticity is perceived, as SMIs themselves a
