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This practice is commonly called \u2018influencer marketing\u2019. Influencers can take advantage of their reach and importance for consumers\u2019 decision making by obtaining rewards from marketers. At the same time, consumers are increasingly aware of this practice. In this context, the perception of an influencers\u00b4 authenticity is key when it comes to his\/her ability to persuade others. In this research, we shed light on the nature of the influencer authenticity construct, its boundaries as well as its relationships with brand-related variables responsible for consumers\u2019 buying decisions. Using an experimental approach (n\u2009=\u2009163), we demonstrate that especially influencers\u2019 uniqueness and consistency increase their authenticity. Furthermore, our results show a strong impact of influencer authenticity on purchase intention, which is partially mediated via brand authenticity and brand attitude.<\/jats:p>","DOI":"10.1007\/s10660-022-09653-6","type":"journal-article","created":{"date-parts":[[2023,1,4]],"date-time":"2023-01-04T08:04:01Z","timestamp":1672819441000},"page":"1485-1514","update-policy":"https:\/\/doi.org\/10.1007\/springer_crossmark_policy","source":"Crossref","is-referenced-by-count":99,"title":["Be constantly different! 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