Influencer marketing has grown into a $24 billion industry, but trust in influencers is declining as consumers increasingly perceive many as inauthentic. Authenticity is not a fixed trait; it is co-created through interactions among influencers, brands, followers, and agencies, and hinges on five key dimensions: expertise, connectedness, integrity, originality, and transparency. When these dimensions are misaligned'such as when brands prioritize reach over relevance or influencers conceal financial motives'authenticity breaks down and trust erodes. However, when brands and influencers intentionally manage these tensions, influencer marketing can move beyond transactional exchanges to foster genuine, transformational relationships, making authenticity a vital currency in today's creator economy.
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