Investigating how LGBTQIA+ influencers build authenticity and affirm identities through intimate self-disclosures

Purpose This study aims to examine how LGBTQIA + social media influencers' (L-SMI) perceived authenticity affects Gen Z social media brand engagement (SMBE) and brand love and tests the moderating role of intimate self-disclosure (ISD). Design/methodology/approach Data were collected from 497 followers of L-SMI on Instagram and YouTube. Structural equation modeling (SEM) was employed to assess relationships among authenticity, SMBE, brand love and ISD. Findings Perceived authenticity positively predicts SMBE, which subsequently enhances brand love. ISD strengthens the authenticity–SMBE relationship, indicating that ISD amplifies identity-relevant authenticity cues and deepens engagement and emotional attachment among segments. Practical implications Brands should prioritize identity-aligned authenticity and grant influencers creative autonomy to maintain credibility and foster stronger engagement and brand attachment in inclusive campaigns. Originality/value Drawing on social identity theory, this study introduces digital identity affirmation to conceptualize authenticity as an identity-validating process in marginalized influencer contexts. It advances influencer marketing and inclusive branding research by clarifying how authenticity and self-disclosure jointly drive engagement and brand love.