---
id: "framework-5-dimensions-authenticity"
type: "framework"
source_timestamps: ["¶3"]
tags: ["authenticity-model", "marketing-framework"]
related: ["concept-co-created-authenticity", "concept-influencer-expertise", "concept-connectedness", "concept-influencer-integrity", "concept-originality", "concept-transparency", "concept-stakeholder-misalignment"]
steps: ["\\\"Expertise: The influencer is seen as credible within their niche", "driven by consistent experience rather than formal credentials.\\\"", "\\\"Connectedness: Followers feel emotionally engaged and familiar with the influencer through two-way", "reciprocal interaction.\\\"", "\\\"Integrity: The influencer acts with genuine concern for their audience", "prioritizing values over pure financial gain.\\\"", "\\\"Originality: The content reflects the influencer's distinct personal voice and storytelling freedom", "avoiding rigid brand scripts.\\\"", "\\\"Transparency: The influencer is open about paid partnerships", "financial motives", "and real-world experiences", "including product flaws.\\\""]
sources: ["attention"]
sourceVaultSlug: "hbr-seg-attention"
originDay: 4
articleStem: "hbr-foci-65-influencer-marketing-trust"
sourceUrl: "https://hbr.org/2025/12/how-to-do-influencer-marketing-that-customers-actually-trust"
sourceTitle: "How to Do Influencer Marketing That Customers Actually Trust"
---
# The 5 Dimensions of Influencer Authenticity

The central artifact of the source. Based on **185 interviews across five continents**, the authors ([[entity-barbara-duffek|Duffek]], [[entity-andreas-b-eisingerich|Eisingerich]], [[entity-omar-merlo|Merlo]]) propose that influencer authenticity emerges **only when there is alignment across five key dimensions**. Misalignment in *any* dimension erodes trust — the engine described in [[concept-stakeholder-misalignment]]. Authenticity is therefore [[concept-co-created-authenticity|co-created]], not a fixed creator trait.

**The five dimensions (each with its reframe):**
1. **[[concept-influencer-expertise|Expertise]]** — *From Credentials to Consistency.* Credibility comes from consistent, real-world niche experience, not titles.
2. **[[concept-connectedness|Connectedness]]** — *From Metrics to Mutuality.* Emotional engagement via two-way, reciprocal interaction, not broadcast reach.
3. **[[concept-influencer-integrity|Integrity]]** — *From Concealed Motives to Clear Disclosures.* Acting in the audience's interest and disclosing gifting/commissions.
4. **[[concept-originality|Originality]]** — *From Scripted Control to Storytelling Freedom.* Preserving the creator's distinct voice; avoiding rigid scripts.
5. **[[concept-transparency|Transparency]]** — *From Flawless Messaging to Real-World Reactions.* Openness about incentives and genuine, imperfect product experience.

**How to use it:** treat the five dimensions as an alignment checklist across brand, influencer, follower, and agency before and during a campaign. Enrichment note: the exact five-factor model is **proprietary to the authors** — no identical model was found in open sources — but adjacent research independently supports each factor (expertise/credibility, community, integrity+transparency as top trust drivers, originality of native content). It is the authors' synthesis, not a codified industry standard, but is analytically consistent with existing scholarship.