TY - JOUR
T1 - Web of Lies
T2 - Drivers and Consequences of Social Media (In)Authenticity
AU - Alhouti, Sarah
AU - Johnson, Catherine M.
N1 - Publisher Copyright:
© 2021 Taylor & Francis Group, LLC.
PY - 2022
Y1 - 2022
N2 - Developing an authentic social media presence leads to more opportunities for meaningful self-expression through interactions with a firm’s social media content. This paper is the first to identify the key drivers of authenticity in social media. To do so, two studies are conducted, one qualitative and one quantitative. The results offer evidence that social media authenticity is influenced by corporate social responsibility, fit, sales orientation, content quality and complaint management. Further, the findings indicate that social media authenticity has a mediating influence on consumer outcomes.
AB - Developing an authentic social media presence leads to more opportunities for meaningful self-expression through interactions with a firm’s social media content. This paper is the first to identify the key drivers of authenticity in social media. To do so, two studies are conducted, one qualitative and one quantitative. The results offer evidence that social media authenticity is influenced by corporate social responsibility, fit, sales orientation, content quality and complaint management. Further, the findings indicate that social media authenticity has a mediating influence on consumer outcomes.
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U2 - 10.1080/10496491.2021.1955077
DO - 10.1080/10496491.2021.1955077
M3 - Review article
AN - SCOPUS:85121397817
SN - 1049-6491
VL - 28
SP - 1129
EP - 1164
JO - Journal of Promotion Management
JF - Journal of Promotion Management
IS - 8
ER -