Authenticity and Brand Sensemaking Process: A Narrative Analysis of Marketing Managers in Building Trust Through Long-Term Collaboration with Nano-Influencers
Keywords:
Influencer Marketing, Nano-Influencers, Authenticity, Brand Trust, Sensemaking Managerial
Abstract
Abstract: The strategic shift towards authenticity in digital marketing has prioritized nano-influencers to build sustainable brand trust. However, authenticity remains an ambiguous, fluid, and complex concept for marketing managers to navigate. This study aims to describe the managerial sensemaking process used to define and evaluate nano-influencer authenticity, as well as analyze the narrative strategies implemented in long-term collaborations to build brand trust. A descriptive qualitative research approach was used, through a multi-site case study method. Data were collected through in-depth interviews with marketing managers, brand managers, and social media managers. Findings indicate that managerial sensemaking towards authenticity is a nuanced qualitative process that focuses on three key dimensions: value alignment, relatable content aesthetics, and perceived intrinsic motivation, rather than solely on quantitative metrics. Strategic implementation relies on managing long-term relational partnerships that provide creative autonomy. The impact of this adaptive management is reflected in increased message credibility and community loyalty. This study concludes that structured, relational, and sensemaking-based nano-influencer partnership management can significantly increase sustainable brand trust, while offering a best practice model for marketing practitioners
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Weick, K. E., & Weick, K. E. (1995). Sensemaking in organizations (Vol. 3, No. 10.1002). Thousand Oaks, CA: Sage publications.
Afzal, H., Khan, M. A., Rehman, K., Ali, I., & Wajahat, S. (2010). Consumer's trust in the brand: Can it be built through brand reputation, brand competence and brand predictability. International business research, 3(1), 43.
Amini, M. (2025). Authenticity in the Realm of Influencer Marketing: A Systematic Review. Journal of Promotional Communications, 11 (1). https://www.promotionalcommunications.org/index.php/pc/article/view/216
Awati, K., & Nikolova, N. (2022). From ambiguity to action: Integrating collective sensemaking and rational decision making in management pedagogy and practice. Management Decision, 60 (11), 3127–3146. https://doi.org/10.1108/MD-06-2021-0804
Bae, M. (2018). Overcoming skepticism toward cause-related marketing claims: The role of consumers' attributions and a temporary state of skepticism. Journal of Consumer Marketing, 35 (2), 194–207. https://doi.org/10.1108/JCM-06-2016-1827
Do, T. (2025a). Influencer Marketing 2.0: The Rise of Nano-Influencers in the Digital Consumer Landscape. European Journal of Business and Innovation Research, 13 (6). https://eajournals.org/ejbir/vol13-issue-6-2025/influencer-marketing-2-0-the-rise-of-nano-influencers-in-digital-consumer-landscape/
Do, T. (2025b). Influencer Marketing 2.0: The Rise of Nano-Influencers in the Digital Consumer Landscape. European Journal of Business and Innovation Research, 13 (6). https://eajournals.org/ejbir/vol13-issue-6-2025/influencer-marketing-2-0-the-rise-of-nano-influencers-in-digital-consumer-landscape/
Duffek, B., Eisingerich, A. B., Merlo, O., & Lee, G. (2025). Authenticity in Influencer Marketing: How Can Influencers and Brands Work Together to Build and Maintain Influencer Authenticity? Journal of Marketing , 89 (5),21–46. https://doi.org/10.1177/00222429251319786
Fritz, K., Schoenmueller, V., & Bruhn, M. (2017). Authenticity in branding–exploring antecedents and consequences of brand authenticity. European journal of marketing, 51(2), 324-348.
Galib, M., Haerani, S., Maming, J., & Munir, A. R. (2022). The Effect of Using Social Media Marketing and MarketOrientation on the Performance of Culinary MSMEs in Makassar. Proceeding of The InternationalConference on Economics and Business, 1(2), 615–625.
Gioia, D. A., & Chittipeddi, K. (1991). Sensemaking and sensegiving in strategic change initiation. Strategic Management Journal, 12 (6), 433–448. https://doi.org/10.1002/smj.4250120604
Harrison, L. (2024). Unpacking Micro-Influence within the Australian Creative Sectors. Springer Nature Singapore.
Hoffmann, C., & Weithaler, L. (2015). Building Brand Reputation in the Digital Age: Identifying effective brand communication to win the moment of truth online. http://lup.lub.lu.se/student-papers/record/7511481
Jauhola, H. (2022). Corporate Brand Communication in the New Era of Social Media: Opportunities and Challenges in Exploiting Social Media Influencers in the Corporate Brand Communication of a Company. https://osuva.uwasa.fi/handle/11111/11206
Jiang, Z. (2025). The Rise of Nano-Influencers: Case Studies of Daniel Wellington, CeraVe, and Lush Cosmetics in Digital Marketing. Academic Journal of Business & Management, 7 (1). https://doi.org/10.25236/AJBM.2025.070123
Johnson, N. (2015). The Future of Marketing: Strategies from 15 Leading Brands on How Authenticity, Relevance, and Transparency Will Help You Survive the Age of the Customer . FT Press.
Leung, F.F., Gu, F.F., & Palmatier, R.W. (2022). Online influencer marketing. Journal of the Academy of Marketing Science, 50 (2), 226–251. https://doi.org/10.1007/s11747-021-00829-4
Maitlis, S., & Christianson, M. (2014). Sensemaking in Organizations: Taking Stock and Moving Forward. Academy of Management Annals, 8 (1), 57–125. https://doi.org/10.5465/19416520.2014.873177
Miles, M. B., Huberman, A. M., & Saldana, J. (2014). Qualitative Data Analysis . SAGE.
Mittal, A. (2025). Influencer Marketing on Social Media . Educohack Press.
Mittman, B. S. (2004). Creating the Evidence Base for Quality Improvement Collaboratives. Annals of Internal Medicine, 140 (11), 897–901. https://doi.org/10.7326/0003-4819-140-11-200406010-00011
Nurg, H., & Şenyapar, l D. (2024). A Comprehensive Analysis of Influencer Types in Digital Marketing. International Journal of Management and Administration , 8 (15), 75–100.
Patel, P.C., Struckell, E.M., & Ojha, D. (2020a). Calorie labeling law and fast food chain performance: The value of capital responsiveness under sales volatility. Journal of Business Research , 117,346–356. https://doi.org/10.1016/j.jbusres.2020.06.014
Samanta, P. (2025). A Critical Review of Influencer Marketing's Influence on Brand Perception and Consumer Buying Decisions. Journal of Information Systems Engineering and Management, 10 (29s), 822–838. https://doi.org/10.52783/jisem.v10i29s.4594
Saner, R., Yiu, L., & Søndergaard, M. (2000). Business diplomacy management: A core competency for global companies. Academy of Management Perspectives, 14 (1), 80–92. https://doi.org/10.5465/ame.2000.2909841
Seal, W., & Mattimoe, R. (2016). The role of narrative in developing management control knowledge from fieldwork: A pragmatic constructivist perspective. Qualitative Research in Accounting & Management, 13 (3), 330–349. https://doi.org/10.1108/QRAM-06-2015-0055
Silva, M.J. de B., Silva, C.J., & Pinheiro, M.M.A. (2023). Be authentic! Analyzing the image management of digital nano-influencers. ReMark - Revista Brasileira de Marketing , 22 (3), 1127–1190. https://doi.org/10.5585/remark.v22i3.21653
Soto-Vásquez, A. D., & Jimenez, N. (2022). Nano-& micro-influencers. In The Emerald Handbook of Computer-Mediated Communication and Social Media (pp. 305-321). Emerald Publishing Limited.
Weick, K. E., & Weick, K. E. (1995). Sensemaking in organizations (Vol. 3, No. 10.1002). Thousand Oaks, CA: Sage publications.
Published
2025-12-10
How to Cite
Galib, M., Maulana, Syam, J., & Muharram. (2025). Authenticity and Brand Sensemaking Process: A Narrative Analysis of Marketing Managers in Building Trust Through Long-Term Collaboration with Nano-Influencers. Journal of Marketing Management and Innovative Business Review, 3(2), 146-153. https://doi.org/10.63416/mrb.v3i2.421
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Copyright (c) 2025 Mukhtar Galib, Maulana, Jumiati Syam, Muharram
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