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The Significance of Consumers’ Perceived Authenticity to Engagement

Explorative Research of Influencer Marketing in Instagram

Written by I. Martikainen, A. Pitkänen

Paper category

Master Thesis

Subject

Business Administration>Marketing & Sales

Year

2019

Abstract

Thesis: Marketing Literature provides many definitions of authenticity. Although there are multiple definitions, the literature agrees that authenticity consists of characteristics such as truthfulness, truthfulness, and truthfulness. In addition, it has been emphasized that consumers will not find the authenticity of fakes, but they can see real or real elements in their consumer experience (Beverland & Farrelly, 2009). Wagner (2017) summarizes five types of authenticity principles, which are natural, original, special, referential and influential. The characteristics that are considered untrue are mainstream, dominant, mass market, commercial, and powerful. The characteristics of authenticity are characteristics such as the weak, the unknown, the individual, the good world, and the little-known characteristics (Marks, & Prinsloo, 2015). According to Pine & Gilmore (2008), two standards of authenticity can be found. First, be loyal to yourself and be the person you say to others. Second, provide consumers with a place where they can experience your product at the place and time you said (ibid.). As mentioned in the previous chapter, consumers are becoming more aware of marketing techniques. As a result, this has led companies to need to create modern brand technologies, which they are actively chasing and adopting adventurous strategies so that they can create pursuing authenticity in the eyes of consumers. In addition, due to increasingly fierce competition, the level of actual perception of reality is also increasing (Holt, 2002). However, perceiving authenticity in the eyes of consumers is a way of competing and responding to consumer resistance. It is said that the attempt to create authenticity is one of the important elements of contemporary marketing (Beverland, Lindgreen & Vink 2008) and a tool to prevent negative emotions (such as manipulation and doubt) associated with marketing. In fact, creating authenticity in marketing is itself a kind of paradox, because if one tries to create authenticity, it seems to be artificial and consumers may be suspicious (Marks & Prinsloo, 2015). There are research results that support the fact that authenticity has multiple meanings. Index authenticity includes features such as authority, consistency, origin, and heritage that are considered authentic. The authenticity of the iconic can be described in terms of fashion, innovation and sustainability (Choi, Ko, Kim and Mattila, 2014). Previously, these terms were more to assure consumers of the authenticity of goods. Recently, however, the term genuine product has been associated with products with this value, which can distinguish products from brands that are more commercialized and therefore surpassed. 2.2.1 The authenticity of subjective authenticity perception is likely to be based on value judgments, which depend on the subject’s previous experience and are deeply rooted in the individual’s culture, value, and belief system (Harris & Deacon, 2011 .) In addition, it has been suggested that consumers may perceive authenticity when the identity is communicated clearly enough and conforms to the authenticity of the consumer's experience to some extent. All in all, marketers need to remember that the goal of marketing is to let customers experience and identify authenticity, not just the company. Therefore, for overall marketing to be successful, a balance must be struck between the index recognized by existing customers and the authenticity of the icon (Choi et al., 2014). The ability to express one's inner thoughts and feelings in a true way is considered a decisive factor in the development of authenticity. However, it is difficult to objectively say or calibrate the authenticity of something, because authenticity is a subjective issue rather than a fact. (Liedtka, 2008) According to Beverland et al. (2008) As an example, an advertisement without "screaming too loud" is more likely to be considered real. In the process of creating natural authenticity through marketing, some clear actions can be found to make it work. For example, use appropriate words when describing the product, while emphasizing its origin. The other motivating factor in creating authentic, honest, and authentic products is the use of a place, person, object, or an idea that is called authentic. Therefore, if companies use influencers who are considered real in the eyes of the target group, they are also more likely to successfully create real marketing content. In addition, when trying to create authenticity through marketing, remember that the execution of actions needs to be implemented in a slow and deliberate manner (Harris & Deacon, 2011). Therefore, it is clear that marketers in all branches need to learn how to understand, manage, and be good at providing authenticity. In addition, finding ways to obtain authenticity will become critical, because authenticity is an emerging standard. Finally, in order to create authenticity in the eyes of consumers, it is beneficial to create marketing experiences that consumers believe are real because they happen to them (Pine & Gilmore, 2008). In the following chapters, social media marketing and related interaction and information dissemination will be discussed. In addition, Instagram will be introduced as a social media platform. The use of social media platforms and web pages to promote the company’s products, products or services is also identified as social media marketing. Read Less