Influencer Authenticity: To Grow or To Monetize (Nistor et al., 2024)

Welcome to Revise and Resubmit, the podcast where we explore the fine line between research and real-world application. Today, we’re diving deep into the realm of social media influencers, authenticity, and the delicate dance between growth and monetization. The world of social media has made celebrities out of ordinary people, giving them platforms to share their lives, opinions, and passions. But what happens when authenticity is put to the test? In this episode, we’ll discuss the paper 'Influencer Authenticity: To Grow or To Monetize,' published in Management Science. This paper, written by Cristina Nistor , Matthew Selove , and J. Miguel Villas-Boas, reveals the hidden strategies behind influencers’ decisions to remain true to their persona or shift toward monetization. It’s a fascinating study that uncovers how influencers carefully balance growth with the desire to capitalize on their popularity. As we unpack the dynamic model presented in the research, we’ll explore the stages influencers go through: from authentic creators building their audience to those who strategically become inauthentic for the sake of financial gain. But it doesn’t stop there—what about celebrities? Why do they abandon authenticity earlier than pure social media influencers? And how does the lure of virality play into these decisions? This paper paints a clear picture, but the question we’re left with is: In a world where followers demand both authenticity and entertainment, can influencers ever truly have both? Let’s find out. Reference Cristina Nistor, Matthew Selove, J. Miguel Villas-Boas (2024) Influencer Authenticity: To Grow or to Monetize. Management Science. https://doi.org/10.1287/mnsc.2023.03479