Authentic Communication Among Micro-Influencers: A Phenomenological Study in Commercialized Digital Spaces

Abstract

Social media has transformed the landscape of digital communication, creating new spaces where identity, authenticity, and influence intersect. Within this environment, micro-influencers—individuals with modest yet engaged followings—navigate complex expectations to remain authentic while engaging in commercial partnerships. However, little is known about how these individuals subjectively experience and interpret authenticity under commercialization pressures. This study addresses that gap by asking: How do micro-influencers make sense of authentic communication in the face of market demands? Using an interpretative phenomenological approach, this research explores the lived experiences of eight micro-influencers across various content domains. Data were collected through in-depth, semi-structured interviews and analyzed using thematic interpretation supported by NVivo software. The findings reveal that authenticity is perceived as an evolving ethical commitment rather than a fixed attribute, shaped by emotional labor, strategic transparency, and intimate audience relationships. Participants reported internal conflicts and adaptive strategies to maintain credibility without compromising personal values. These insights offer a more nuanced understanding of authenticity as a dialogical process grounded in emotional and relational dynamics. This study significantly contributes to phenomenological communication research by deepening the conceptualization of authenticity within commercial digital spaces and provides practical implications for influencer-brand collaborations, emphasizing the need for ethical transparency and relational engagement to foster sustainable partnerships. The study contributes to the growing body of phenomenological communication research and suggests directions for ethical branding practices and future inquiries into digital identity construction.