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Brand Authenticity in Social Media Marketing: Consumer Perception and Engagement Outcome Analysis
Subject area: Management and Commerce · Area of research: Social Media Marketing
DOI: https://doi.org/10.64388/IREV8I6-1716684
Abstract
Brand authenticity has emerged as a critical determinant of consumer engagement and marketing effectiveness in social media environments. This research examines the relationship between brand authenticity perceptions and consumer engagement outcomes across major social media platforms from 2020 to 2022. Through analysis of consumer behavior data, engagement metrics, and authenticity perception studies, this research reveals that 48% of consumers now interact with brands at higher rates than previously, with authentic brands generating 67% more engagement than those perceived as inauthentic. The study identifies transparency, consistency, and genuine communication as key drivers of perceived authenticity, while examining how demographic factors influence authenticity perceptions. Findings indicate that Generation Z consumers show 73% higher engagement with brands demonstrating authentic social causes, while 72% of consumers feel more connected when brand employees share authentic content. The research provides strategic insights for marketers seeking to optimize authenticity in social media campaigns, revealing that brands maintaining authentic communication achieve 82% higher consumer trust and 65% better purchase intention outcomes.
Keywords
Brand Authenticity, Social Media Marketing, Consumer Engagement, Perception Analysis, Digital Marketing Effectiveness
How to cite this paper
@article{1716684,
author = {Dr. Manisha Saxena, Prof. Prashant Udas, Dr. Ajit Sane},
title = {Brand Authenticity in Social Media Marketing: Consumer Perception and Engagement Outcome Analysis},
journal = {Iconic Research And Engineering Journals},
year = {2024},
volume = {8},
number = {6},
pages = {1285-1293},
issn = {2456-8880},
url = {https://www.irejournals.com/formatedpaper/1716684.pdf},
abstract = {Brand authenticity has emerged as a critical determinant of consumer engagement and marketing effectiveness in social media environments. This research examines the relationship between brand authenticity perceptions and consumer engagement outcomes across major social media platforms from 2020 to 2022. Through analysis of consumer behavior data, engagement metrics, and authenticity perception studies, this research reveals that 48% of consumers now interact with brands at higher rates than previously, with authentic brands generating 67% more engagement than those perceived as inauthentic. The study identifies transparency, consistency, and genuine communication as key drivers of perceived authenticity, while examining how demographic factors influence authenticity perceptions. Findings indicate that Generation Z consumers show 73% higher engagement with brands demonstrating authentic social causes, while 72% of consumers feel more connected when brand employees share authentic content. The research provides strategic insights for marketers seeking to optimize authenticity in social media campaigns, revealing that brands maintaining authentic communication achieve 82% higher consumer trust and 65% better purchase intention outcomes.},
keywords = {Brand Authenticity, Social Media Marketing, Consumer Engagement, Perception Analysis, Digital Marketing Effectiveness},
month = {December},
doi = {https://doi.org/10.64388/IREV8I6-1716684}
}