WHEN AUTHENTICITY SIGNALING BACKFIRES: AN INVERTED RELATIONSHIP

Purpose- This conceptual study develops a new framework for consumer behaviour by examining the unintended negative consequences of excessive authenticity signalling by digital creators, such as influencers. While prior research has largely emphasised the positive role of digital creators, including influencers and micro-celebrities, in building trust, credibility, and purchase intentions, this study explores whether repetitive and exaggerated authenticity claims may elicit adverse consumer responses. Methodology- This study adopts a conceptual approach and develops a research framework grounded in Trust-Commitment Theory and Signalling Theory. Drawing on these perspectives, the framework specifies the proposed relationships among authenticity signalling, authenticity fatigue, and consumer scepticism, and how these may erode trust through a series of theoretical propositions explaining how repeated signalling practices affect consumers’ opinions over time. In addition, the study proposes a multidimensional conceptualisation of authenticity fatigue within signalling theory. Findings- Grounded in Signalling Theory, which posits that greater signalling quantity can result in more favourable perceived outcomes, the proposed framework suggests that excessive authenticity signalling may paradoxically increase consumer scepticism and erode trust over time. Repeated exposure to authenticity-based persuasive messaging is also expected to generate authenticity fatigue, thereby weakening the persuasive value of authenticity cues, which may decrease online engagement, reduce the effectiveness of user-generated marketing, and potentially encourage negative electronic word of mouth. Collectively, these relationships indicate that authenticity may backfire when strategically overused in digital environments. Conclusion- This study contributes to the influencer marketing and consumer psychology literature by reframing authenticity as a persuasive signal whose value and effectiveness are not unlimited; excessive exposure may erode its persuasive power and lead to fatigue. The study identifies several key relationships, including the potential for excessive authenticity signalling to increase consumer scepticism, thereby weakening trust in brand-endorsed claims. Additionally, repeated exposure to authenticity-based persuasive cues may lead to authenticity fatigue, thereby reducing the persuasive effectiveness of authenticity appeals. These relationships suggest that authenticity does not function as an unlimited persuasive resource, as its effectiveness may decline when used repeatedly or strategically. Finally, the study provides a foundation for future empirical research examining the boundary conditions under which authenticity strengthens persuasion or backfires. Keywords: Consumer scepticism, authenticity fatigue, authenticity signalling, consumer trust, commitment-trust theory JEL Codes: M31, M37, D91