Brand authenticity

Building Brand Authenticity on Social Media: The Impact of Instagram Ad Model Genuineness and Trustworthiness on Perceived Brand Authenticity and Consumer Responses

This study explores how Instagram images’ facial expressions and aesthetics affect consumers’ evaluations. Smiling faces and snapshot aesthetics enhance perceived source genuineness, leading to greater brand authenticity and trust, positively impacting consumer attitudes and intentions.

Effects of Transparent Brand Communication on Perceived Brand Authenticity and Consumer Responses

This study examines how brands’ transparent communication about production and costs affects consumers’ perceptions of transparency and authenticity. It finds that increased transparency enhances consumers’ attitudes, trust, and behavioral intentions, emphasizing the value of transparency in marketing.