Acting real: a cross-cultural investigation of finfluencer strategic authenticity

Video content creators or vloggers have emerged as influential figures in social media marketing, emphasizing the need for them to cultivate an authentic image to leverage their persuasive power. This study investigated the authenticity strategies employed by financial influencers, also known as finfluencers, on YouTube and Bilibili platforms. By conducting a content analysis on a sample of finfluencer videos from China and the U.S. (N = 186), this study explores the strategies they employ to construct authenticity. The results support four categories of strategy authenticity: transparency, immediacy, ordinariness, and passion. In addition, quantitative analyses reveal cultural differences in the use of these strategies. These differences can be attributed to the monetization incentives of American finfluencers, who frequently incorporate brand sponsorships into their videos. They can also be understood through a cultural lens. The implications and limitations of international research on social media influencer marketing are also discussed.