让顾客真正信任的网红营销，应该长什么样？

Core Insights - Influencer marketing has become a $24 billion industry, but trust is declining among consumers, with nearly half believing most influencers are inauthentic [1][2] - Authenticity is not a fixed trait but is co-created through interactions among influencers, brands, fans, and agencies, with five key dimensions being essential for its manifestation [1][2] Group 1: Key Dimensions of Authenticity - Professionalism: Influencers are trusted based on their consistent personal experiences rather than formal qualifications [3][4] - Relevance: Brands often focus on metrics like likes and shares, neglecting the importance of two-way interactions with audiences [5][6] - Integrity: Transparency about economic motives enhances authenticity, as audiences appreciate honesty over hidden agendas [7][8] Group 2: Importance of Originality and Transparency - Originality: Influencers establish authenticity through unique storytelling, but brands often impose strict scripts that can undermine this [8][9] - Transparency: Consumers value honesty over perfection, and acknowledging minor flaws can enhance credibility [11][12] Group 3: Managing Inconsistencies - The inconsistency among professionalism, relevance, integrity, originality, and transparency can erode trust, but managing these contradictions can transform influencer marketing into a more impactful strategy [12]