The Authenticity & Aspiration Paradox in Influencer Marketing: A Systematic Review Analysis
Abstract
In the contemporary marketing world, social media influencers are expected to appear genuine, and relatable while simultaneously presenting their lifestyles, achievements, and consumption patterns that followers may admire and aspire to emulate. Although authenticity and aspiration are both integral aspects in influencer marketing but generally examined through separate theoretical perspectives. However, limited attention has been given to the study of how these two aspects coexist, complement one another, or create tension when coexist. The present study addresses this gap through a systematic literature review supported by bibliometric visualization. A comprehensive literature search was conducted using multi-database and a total of 354 research studies published between 2015 and 2026 were identified for initial screening. The systematic review followed PRISMA framework that helped in identification, screening, inclusion, and exclusion of studies. Following the relevance-based screening 55 studies were retained for the review. VOSviewer is used to visualize the bibliographic structure of the reviewed literature. The thematic synthesis focused on two domains basically influencer authenticity and aspirational appeal. The findings indicate that authenticity is perceived as genuineness, trustworthiness, credibility, and reliability between an influencers’ identity and commercial activities. Whereas, aspirational appeal is understood through para social relationships, admiration, inspiration, role modelling and the desire to emulate an influencers’ lifestyle and recommendations. Based on these finding, the study proposed Authenticity Aspiration Matrix comprising four combinations: Relatable Influencer, Credible Influencer, Transactional Influencer, Idealized Influencer. The study focused on complementary and competing expectations placed on contemporary influencers and provide directions for future research related to influencer marketing.