This thesis delves into the dynamics of influencer marketing, focusing on the authenticity of company-created influencers in the retail sector. The study investigates how the authenticity of company-created influencers and the type of products being promoted influence consumer perception in the retail industry. A quantitative research approach was employed, utilizing a 2x2 factorial experiment design. The study examined the effects of two main factors—whether an influencer is company-created and the type of product(hedonic vs. utilitarian)—on the perceived authenticity of influencers. Data were collected through surveys distributed to participants and then analyzed to understand the impact on consumer perceptions. This research concludes that an influencer's association with a company significantly affects the perceived transparency of influencers positively. Nevertheless, there is no influence on the other aspects of authenticity, such as passion, uniqueness, or consistency. Moreover, the promoted product type does not significantly alter these four attributes of authenticity. The research also demonstrated a significant positive impact of company-created influencers on brand authenticity, positively influencing consumer attitudes toward the brand. This research contributes to understanding influencer marketing by highlighting the complexities of managing influencer authenticity in retail.