Unveiling the Art of Illusion: Exploring the Fabrication of Authenticity and Trustworthiness by Social Media Micro-Influencers to Engage Their Audience : An exploratory multiple case study that aims to analyze how social media micro-influencers fabricate

Abstract: Background: Social networking sites have transformed communication and advertising, with influencers like micro-influencers and "instafamous" individuals playing a crucial marketing role. Businesses now leverage these influencers to engage audiences and promote their brands, creating new opportunities for online brand promotion and consumer engagement. The rise of social media has reshaped the marketing landscape, offering diverse avenues for reaching and influencing target audiences. Purpose: This study explores gaps in the literature regarding authenticity and trustworthiness among social media micro-influencers, examining how they engage audiences. Findings aim to enhance organizations' understanding of these influencers. Method: This study examines how micro-influencers create authenticity and trust on social media through content analysis and interviews. It adopts an inductive approach, employs a case study design, and uses coding schemes for analysis. The goal is to gain insights into their strategies and behaviors. Conclusion: This study explores how social media micro-influencers fabricate authenticity and trustworthiness to engage their audience. Influencers like Johanna Johnson and Alva Blomdahl use tactics like consistent posting, transparent sponsored content, and genuine engagement. Drawing on consumer culture theory, the findings emphasize the significance of authenticity, personal connections, and transparency in establishing credibility and trust. The research contributes to understanding the impact of consumer culture on influencer marketing and consumer behavior.