By: Yan Wang, Lin Zhu
Video content creators or vloggers have emerged as influential figures in social media marketing, emphasizing the need for them to cultivate an authentic image to leverage their persuasive power. This study investigated the authenticity strategies employed by financial influencers, also known as finfluencers, on YouTube and Bilibili platforms. By conducting a content analysis on a sample of finfluencer videos from China and the U.S. (