Perceived Brand Authenticity and LGBTQ Publics: How LGBTQ Practitioners Understand Authenticity

Ciszek, Erica; Lim, Hayoung Sally

doi:10.1080/1553118x.2021.1988954

Cited by 17 publications

(21 citation statements)

References 43 publications

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“…Following the conceptualization of POA, we developed a valid scale measurement and found each dimension appeared as a distinct factor for perceiving authenticity in LGBTQ communication. This finding supports our study proposition that representativeness is another key component of POA in LGBTQ-oriented communication (see Ciszek and Lim, 2021). Interestingly, non-LGBTQ participants reportedly perceived greater authenticity on each dimension than LGBTQ participants, which needs further examination.…”

Section: Discussionsupporting

confidence: 91%

“…In addition, we generated 4 items for the dimension of representativeness that measure how an organization is perceived to represent a diversity of LGBTQ people, drawing from extant LGBTQ public relations and communication management literature (e.g. Ciszek, 2020; Ciszek and Pounders, 2020; Ciszek and Lim, 2021). When generating scale items, we aimed to ensure we captured the essence of authentic communication within the context of historically marginalized groups.…”

Section: Resultsmentioning

confidence: 99%

“…Ciszek, 2020; Ciszek and Pounders, 2020; Ciszek and Lim, 2021) to generate a set of measures within the context of communicating with historically marginalized publics. Specifically, following Ciszek and Lim (2021), we created an initial 20 item scale reflecting the five dimensions of POA (POA) in LGBTQ communication: credibility (four items), integrity (five items), symbolism (four items) and continuity (three items), and representativeness (four items). To assess construct validity and reliability of the proposed scale, we recruited an online panel of 400 US adults to participate in a two independent groups (sexual orientation and/or gender identity: LGBTQ vs non-LGBTQ) design online survey study.…”

Section: Methodsmentioning

confidence: 99%

“…Extant public relations and communication management research (Ciszek, 2020; Ciszek and Pounders, 2020) demonstrates that the multiplicity of representations, or representativeness, is an important factor for LGBTQ stakeholders in evaluating organizational authenticity of communication. Indeed, Ciszek and Lim (2021) found representativeness to be a significant component of perceived authenticity in LGBTQ marketing communication, which is arguably added to Mohart et al (2015)'s four dimensions of perceived authenticity. Following Ciszek and Lim (2021), we ground our exploration in five dimensions of POA – credibility, integrity, symbolism, continuity and representativeness – bridging research from marketing (e.g.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Indeed, Ciszek and Lim (2021) found representativeness to be a significant component of perceived authenticity in LGBTQ marketing communication, which is arguably added to Mohart et al (2015)'s four dimensions of perceived authenticity. Following Ciszek and Lim (2021), we ground our exploration in five dimensions of POA – credibility, integrity, symbolism, continuity and representativeness – bridging research from marketing (e.g. Morhart et al , 2015) and public relations (Shen and Kim, 2012), to explore the intersections of authenticity and a historically marginalized public.…”

Section: Literature Reviewmentioning

confidence: 99%

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Perceived organizational authenticity in LGBTQ communication: the scale development and initial empirical findings

Lim

Ciszek

Moon

2022

JCOM

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PurposeThe 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.Design/methodology/approachWith 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.FindingsOur 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.Research limitations/implicationsThis 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.Practical implicationsThe 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.Originality/valueThis 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.

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Section: Discussionsupporting

confidence: 91%

Section: Resultsmentioning

confidence: 99%

Section: Methodsmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

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Perceived organizational authenticity in LGBTQ communication: the scale development and initial empirical findings

Lim

Ciszek

Moon

2022

JCOM

Self Cite

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“We’re always an afterthought”- Designing tobacco control campaigns for dissemination with and to LGBTQ +—serving community organizations: a thematic analysis

Ramanadhan

Salvia

Hanby

et al. 2023

Cancer Causes Control

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Purpose Evidence-based health communication campaigns can support tobacco control and address tobacco-related inequities among lesbian, gay, bisexual, transgender, and queer (LGBTQ +) populations. Community organizations focused on LGBTQ + health (e.g., nonprofits, community centers, and community health centers) can be prime channels for delivering evidence-based health communication campaigns. However, it is unclear how to balance the goals of a) designing campaigns to support broad adoption/uptake and b) adaptation addressing the needs of diverse communities and contexts. As part of an effort to support “designing for dissemination,” we explored the key challenges and opportunities staff and leaders of LGBTQ + -serving community organizations encounter when adopting or adapting evidence-based health communication campaigns. Methods A team of researchers and advisory committee members conducted this study, many of whom have lived, research, and/or practice experience with LGBTQ + health. We interviewed 22 staff members and leaders of community organizations serving LGBTQ + populations in the US in early 2021. We used a team-based, reflexive thematic analysis approach. Results The findings highlight the challenges of attempting to use health communication campaigns misaligned with the assets and needs of organizations and community members. The three major themes identified were as follows: (1) available evidence-based health communication campaigns typically do not sufficiently center LGBTQ + communities, (2) negotiation regarding campaign utilization places additional burden on practitioners who have to act as “gatekeepers,” and (3) processes of using health communication campaigns often conflict with organizational efforts to engage community members in adoption and adaptation activities. Conclusions We offer a set of considerations to support collaborative design and dissemination of health communication campaigns to organizations serving LGBTQ + communities: (1) develop campaigns with and for LGBTQ + populations, (2) attend to the broader structural forces impacting campaign recipients, (3) support in-house testing and adaptations, and (4) increase access to granular data for community organizations.

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It’s about (damn) time: Community, temporality, and feminist values in activist public relations history

Capizzo

Pevac

Madden

2023

Public Relations Review

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Perceived Brand Authenticity and LGBTQ Publics: How LGBTQ Practitioners Understand Authenticity

Cited by 17 publications

References 43 publications

Perceived organizational authenticity in LGBTQ communication: the scale development and initial empirical findings

Perceived organizational authenticity in LGBTQ communication: the scale development and initial empirical findings

“We’re always an afterthought”- Designing tobacco control campaigns for dissemination with and to LGBTQ +—serving community organizations: a thematic analysis

It’s about (damn) time: Community, temporality, and feminist values in activist public relations history

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