This paper explores the authenticity of social media influencers through Charles Taylor's framework and examines their power to influence. In Chapter 1, we argue that influencers cannot be...Show moreThis paper explores the authenticity of social media influencers through Charles Taylor's framework and examines their power to influence. In Chapter 1, we argue that influencers cannot be authentic as influencers live in a dual identity paradigm, often creating a completely different online self that is shaped for the purpose of an economic gain and status enhancement. We claim that influencers' identities are commodified - molded by market demands and audience preferences. In Chapter 2, we establish that influencers possess significant power due to their ability to shape opinions, trends, and purchasing decisions. Despite counter arguments suggesting influencers are mere subjects of external influences like the pressure of sponsoring brands and audience preferences, we demonstrate that their influential power is essential for the success of influencer marketing. This power is rooted in followers' perception of influencers as trustworthy and authentic, a belief that is strategically maintained for economic gain. The paper highlights several implications, such as the inadequacy of using authenticity as a moral framework for influencers and the potential ethical issues arising from their perceived authenticity. Additionally, we discuss the broader societal impacts of influencers' power, including the risk of disinformation and the erosion of genuine private life in the contemporary digitalised world. We conclude by acknowledging the limitations of our analysis and the need for further research to address the complexities of social media influence and the emerging virtual realm.Show less