Authenticity perceived, authenticity performed: how inconsistency between self-generated and other-generated location-based information influences user engagement on Weibo

Unanticipated other-generated information has posed challenges for online impression management. However, the consequences of inconsistency between self-generated and other-generated information (e.g., the difference between self-declared location and Internet Protocol addresses-based locations) are largely overlooked in prior research. Drawing on two authenticity facets—authenticity perceived by the audience and authenticity performed by the presenters—we argue that outcomes of inconsistency between self-generated and other-generated information depend on the presenter’s audience size. We specifically focus on the consequence of user engagement, a pivotal metric with significant implications in the digital landscape. Leveraging a natural experiment setting on Weibo, we analyzed 329 bloggers who provided overseas content and their 55,852 posts over four months. We employed a difference-in-differences design and our two-way fixed effect model revealed that inconsistency between the location-based self-generated and other-generated information influenced user engagement differently across presenter types. Engagement decreased for bloggers with fewer followers, in alignment with how audiences perceive the authenticity of the presenter. Conversely, engagement increased for individuals with a larger following. Additional analyses indicate that this increase among those with a substantial following could be linked to their self-presentation tactics and the attraction of new audiences, underscoring the presenters’ capability of performing authenticity. Our findings offer insights into the understanding of authenticity in computer-mediated communication.