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The purpose of this study is to develop an integrative concept of perceived authenticity that captures a more nuanced perception of authenticity among LGBTQ stakeholders and to examine the effects of perceived organizational authenticity on Pride campaign evaluations.

With 400 LGBTQ/non-LGBTQ participants, we developed a perceived organizational authenticity (POA) scale - adapted from marketing literature - adding representativeness as the fifth dimension to the context of LGBTQ communication. We also examined the differences between LGBTQ participants and non-LGBTQ participants in perceiving authenticity and evaluating the Pride 2020 campaign in terms of brand attitude, skepticism and purchase intention.

Our scale development resulted in a 20-item POA scale measuring five dimensions: continuity, credibility, integrity, symbolism and representativeness. We also found that POA increases brand attitude and purchase intention while mitigating skepticism toward the Pride 2020 campaign.

This study provides not only empirical support for perceived authenticity literature across communication disciplines including marketing as well as public relations, but it also propels an interdisciplinary approach to POA scale development.

The POA scale can be used to measure the effectiveness of organizational communication as well as stakeholder perception of authenticity. This research provides guidelines regarding how POA of LGBTQ communication might be enhanced.

This study developed a POA scale in the context of LGBTQ communication. This study is innovative in developing a POA scale that can be used to measure the effectiveness of public relations and communication efforts, as well as perceived authenticity of LGBTQ communication.

The purpose of this paper is to examine the impacts of perceived authenticity of organizational behaviors and types of organization-employee relationship (i.e. communal and exchange relationship) on intangible assets of organizations generated by employees’ communicative behaviors (ECBs) (e.g. megaphoning, scouting).

A web-based survey was conducted with full-time 528 employees working in medium- and large-sized companies in the USA.

Results showed that an organization’s authentic behaviors are positively related with employees’ perceived communal relationships, but not with exchange relationships. However, both communal and exchange relationships turned out to increase ECBs: positive megaphoning, negative megaphoning, and scouting. The existence of both communal and exchange relationships was more significant than having only communal relationships in terms of encouraging employees’ active communicative actions.

By building links between employees’ communicative actions and its antecedents, perceived authenticity, types of relationship; this study contributed to the body of knowledge on exchange and communal relationship in the context of employee communication and extended the understanding of motivations of ECBs.

The findings suggest that employees’ communicative actions are highly facilitated by organizations’ authentic behavioral efforts and perceived relationship. To encourage employees’ information seeking and sharing behaviors, for organizational effectiveness, organizations should behave in authentic ways – be trustful, transparent, and consistent – and build both communal and exchange relationship.

This study first attempted to demonstrate the impacts of both communal and exchange relationships for organizations empirically in internal communication and relationship building practices.

The current market conditions are driving firms to plan, design and implement corporate social responsibility (CSR) policies that are true to the firms' real sense, i.e. authentic. Authenticity is an important aspect of micro-foundations of CSR in shaping the way social responsibility initiatives would impact the stakeholders including the customers, partners, current members of the organization and shareholders. This calls for a need to synthesize past research on CSR authenticity in order to propose directions for future research.

The current study synthesizes relevant literature on CSR authenticity using systematic literature review (SLR) approach. In total, 34 research works were identified and examined to seek insights on CSR authenticity.

Findings of the study identified various miro-, meso- and macro-level determinants of CSR authenticity and different set of outcomes having implications on business and society. The study also proposes a comprehensive definition of CSR authenticity which was somewhat missing in existing literature.

The study provides strong theoretical and managerial implications. Particularly, the study provides directions for future research on the topic.

In this paper, a review of literature on CSR authenticity is currently missing.

Academics and professionals across management and communication fields have increasingly recognized significant contributions of engaged employees to organizations. The purpose of this paper is to investigate the effect of communication channels, and communication attributes of transparency and authenticity on employee engagement in China.

A web survey was conducted with 407 employees randomly selected from a variety of medium-sized and large corporations in China.

The study results show that face-to-face interactions and social media are the most effective channels in building organizational transparency, authenticity, and engaging employees in China. Organizational transparency and authenticity demonstrate strong positive effects on employee engagement. Theoretical and practical implications are discussed.

This study was among the first empirical attempts to examine the impact of corporate communication channels on employee engagement in China. It also contributes to the growing literature on corporate transparency and authenticity, two of the major communication trends identified in the twenty-first century.

Authenticity has become increasingly dominant in business practices, particularly in branding and corporate social responsibility (CSR) activities, as consumers want it in all aspects of their lives. Thus, the purpose of this study is to examine the role of perceived CSR authenticity in predicting perceived brand loyalty (i.e. brand trust, positive word of mouth [PWOM]) via perceived brand authenticity by considering the moderating effects of brand image on perceived brand authenticity and loyalty to determine its influence in the global branding context.

Using a non-probability convenience sampling technique, this study received 817 responses from consumers who regularly used global brands. Finally, this research examined 734 responses to test the proposed hypotheses using structural equation modeling.

This study discovered that perceived CSR authenticity strengthened perceived brand authenticity, which fostered perceived brand loyalty by enhancing brand trust and motivating consumers to spread PWOM about global brands. Similarly, perceived CSR authenticity directly influenced perceived brand loyalty by enhancing brand trust but did not affect PWOM. Likewise, the moderating effect of brand image was significant in fostering perceived brand loyalty by enhancing brand trust, but it had no effect on PWOM. In contrast, the brand image had a significant negative effect on perceived brand authenticity.

This research offered many insightful suggestions to global managers in the manufacturing and service industries that might assist them in designing and implementing several branding strategies to achieve corporate objectives.

This novel research contributes to the attribution theory by examining consumers’ perceptions of CSR authenticity, brand image, brand authenticity and brand loyalty from the global branding perspective.

This study aims to construct a scale for measuring the spa hotel experiencescape in wellness tourism, clarify the mechanism through which wellness tourism experiencescape influences revisit intention and investigate the mediation roles of authenticity, memorability and organizational identification.

This study conducted content analysis of interviews, online reviews and relevant articles and used the concept of experiencescape to interpret spa hotels’ experiential environment. The stimulus–organism–response (SOR) model was used as the basis for introducing authenticity, memorability, organizational identification and revisit intention to investigate how wellness tourism experiencescape affects tourists’ behavior. In total, 488 valid questionnaires were collected at Taiwanese spa hotel clusters.

Four factors of spa hotel experiencescape were identified: health promotion treats, mental learning, unique travel experience and healthy diet. Existential authenticity–memorability and existential authenticity–organizational identification exerted full positive mediation effects in the relationship between wellness tourism experiencescape and revisit intention.

This study provides guidance on experience design for spa hotels. It promotes the consideration of existential authenticity in wellness tourism design.

The COVID-19 pandemic has raised awareness of wellness, drastically increasing the potential of the wellness tourism market. This study investigated the construction of wellness tourism experiencescape and its influence, and the findings can facilitate post-pandemic restoration of the wellness tourism industry. On the basis of SOR model, a chain mediation model was proposed to reveal the influence of wellness tourism experiencescape on revisit intention. Existential authenticity was discovered to play a crucial role in the relationship between wellness tourism experiencescape and revisit intention, which suggests that existential authenticity should be considered during service design and in marketing strategies for wellness tourism.

This study aims to explore how consumers judge corporate social responsibility (CSR) authenticity. Kelley’s covariation attribution theory (Kelley, 1973) was deployed to explain information consumers use that leads to either a substantive or symbolic attribution.

In total, 101 consumers were randomly assigned to one of three experimental conditions and responded to an online survey: an organization whose CSR practices were unique (low consensus), across their business (low distinctiveness) and over time (high consistency), practiced CSR like competitors (high consensus), in few areas if their business (high distinctiveness) and just initiated their CSR activities (low consistency) or no relevant CSR information (control). The dependent variables were consumer’s substantive attribution, symbolic attribution and the extent that consumers’ reported that consensus, distinctiveness and consistency were important in judging CSR authenticity in general. ANOVA and Scheffe post hoc tests were conducted as appropriate.

Consumers in the first experimental condition ascribed greater substantive attribution than consumers in the control group and marginality more than the second experimental condition. On the other hand, these same consumers also ascribed greater symbolic attribution than did the control group. After consumers were shown an organization whose CSR activities were unique, practiced across their business and for a long time reported that distinctiveness and consistency were more important in judging authenticity in general.

The survey respondents constituted a convenience sample; however, they were randomly assigned to conditions. This randomization enabled an experimental design capable of making causal statements. The Linkedin platform is mainly used by white-collar individuals and does not incorporate the entire spectrum of airline passengers from other industries, and therefore, may limit generalizability to other industrial sector populations. The sample age was somewhat young and may not be representative of older individuals and young teenagers. Like all online surveys, individuals without internet access did not have an opportunity to participate. Future research should deploy larger sample sizes and greater demographic diversity (e.g. age, country and income).

Executives must lead and engage stakeholders in their organizations’ CSR initiatives. Managers must implement efficiently, using CSR audits that assess the extent that unique initiatives are implemented throughout the business and over time. The findings also suggest that marketing should then effectively communicate CSR in consensus, distinctiveness and consistency terms.

Multiple stakeholders urge organizations to be socially responsible. Consumers incorporate social responsibility into buying and investment decisions, and therefore, expect to demand CSR transparency and authenticity. Unfortunately, little is known about how consumers assess CSR authenticity, which is the aim of this research.

This is among the first studies that generalize Kelley’s covariation attribution theory from the micro-level of individual perception and social psychology to the macro organizational level and the first to empirically test the theory at the macro organizational level. This study used an experimental design to test attribution theory as a theoretic explanation of how consumers judge CSR authenticity and the first study to explore whether exposure to CSR information influences the extent that such information is believed to be important in judging authenticity.

Drawing from cognitive dissonance theory (CDT) and attribution ambiguity theory (AAT), this paper aims to examine how employees interact with queer customers within the hospitality service and the ways that queer representations regulate emotions when discriminated against by normative gender roles.

This study used a mixed method. Study 1 used firm-level secondary data to analyze hospitality firms’ efforts in diversity, equity and inclusion (DEI) and the effects on firms’ profit margins and customer satisfaction. In Study 2, an experimental design was used to understand how employees’ assailing behavior toward queer customers interacts with employee feelings of guilt and impacts their sabotage and organizational citizenship behavior via self-serving bias. Study 3 further explored how queer customer victimization interacts with stress to influence their perceptions of organization DEI authenticity and corporate social responsibility (CSR) through resilience.

Hospitality firms’ DEI efforts were associated with varying outcomes, including higher profit margins but lower customer satisfaction, while guilt weakened the impact of employees’ assailing behavior on their outcomes and customer stress amplified the effect of assailing behavior on queer customers’ perceptions of DEI authenticity and CSR through resilience.

Hospitality organizations should take proactive measures to address self-serving bias among employees. Moreover, fostering an inclusive culture is crucial, with managers playing a pivotal role in facilitating discussions and creating an environment that values diversity, inclusivity and respect for all employees.

The study makes a remarkable contribution to hospitality literature by focusing on CDT and AAT in providing valuable implications for DEI advocators to be aware of the tensions between heteronormativity and queer representations in service encounters.

This study aims to examine the role of message appeals (concrete vs abstract) posted by greenfluencers in determining their behavioral intention toward the sponsored sustainable product. This study examined the underlying mechanism of message authenticity and product sustainability image in this relationship. This study also investigated the boundary condition of product type (utilitarian vs hedonic) in the effect of sustainability message appeal on purchase intention.

Four studies were carried out. One field experiment on Facebook and three scenario-based online experiments were conducted to test the proposed relationships.

This study found that a concrete message appeal results in a higher purchase intention of the promoted product than an abstract message appeal. This effect is a result of message authenticity and product sustainability image. Furthermore, product type moderates the impact of message appeal on behavioral intention via message authenticity and product sustainability image.

This study contributes to the literature on influencer marketing, sustainability communication and the persuasion process.

This study’s findings provide insights for greenfluencers and firms that leverage greenfluencers to promote their sustainable products on social media. Specifically, it lays out how the sustainability message should be framed to be persuasive.

This study findings offer novel insights for greenfluencers and firms in developing effective message strategies to promote sustainable products on social media.

Hospitality firms adopted diverse hiring policies and public declarations of support for LGBTQ+ causes through brand activism. The impact of activism on LGBTQ+ employees’ workplace experiences has been ambiguous. This study aims to examine the hospitality and tourism employees’ perceptions of gay and lesbian leaders as token-hires among hospitality employees and the spillover effect on company’s motives for hiring the leaders. This study further explores LGBTQ+ employees’ reactions to token-hiring as a form of activism, and how workplace interactions as passing/revealing LGBTQ+ individuals shaped their career development.

This research adopted a sequential mixed-methods design. An experiment examines how employees judge gay vs lesbian hospitality leaders as token hires, contingent on their own gender identity. It further tests the conditional mediation of tokenism on company’s egoistic motives for activism. A qualitative study explores the reactions to token-hiring as activism from the perspective of LGBTQ+ leaders who reflect on their own careers and workplace experiences.

Tokenism in the hospitality workplace is recognized as the phenomenon attributed to groups at the intersection of identities (e.g. gay men). Findings demonstrate the spillover effect of tokenism perceptions of gay male leaders by other men on company’s egoistic motives for activism. This effect is not observed for a lesbian female leader. Results from interviews suggest that hospitality and tourism LGBTQ+ employees predominantly take the post-gay vs political approach when managing their sexual identities at work and feel ambivalent toward token-hiring as LGBTQ+ brand activism.

This research contributes to understanding workplace challenges of LGBTQ+ employees and how they are perceived by others contingent on gender identity. It also explores the role of tokenism in their experiences.