You recommend, I trust: the interactive self-presentation strategies for social media influencers to build authenticity perception in short video scenes

Abstract

Short video represents a novel form of social media with rich vividness and sociability, facilitating social media influencers’ (SMIs) self-presentations and endorsements. While SMIs become primary information sources through short videos, they also face challenges such as high return rates and consumer distrust. This research investigates how SMIs can effectively achieve authenticity through the design of self-presentation strategies, specifically focusing on credibility and attractiveness from a source-effect perspective. Across three studies, this research demonstrates that: (1) both credibility and attractiveness positively increase SMIs’ authenticity perception, mediated by para-social interaction; (2) credibility and attractiveness exhibit a negative interactive relationship; (3) the substitutability of credibility and attractiveness varies depending on the type of SMIs (informative vs. entertainment). This research contributes to the literature on short-video information processing and consumer attitudes toward SMIs based on authenticity building.