Understanding Authenticity in Digital Cause-Related Advertising: Does Cause Involvement Moderate Intention to Purchase?

Abstract

The paper provides a survey understanding of two dimensions of perceived authenticity in digital cause-related marketing (CRM) display advertising and models the impact on consumers' responses. It develops a model with a set of six hypotheses and tests them through a multivariate structural equation technique on quantitative data generated by a survey procedure on a UK-based consumer panel. The 465 online panel participants consisted of 60% males and 40% females between the ages of 18 and 35. The findings provide empirical evidence that the perceived donation amount and adcontext congruence are intertwined perspectives of authenticity in digital CRM display ads, and show that both of these dimensions provide input to conferring authenticity on the ads. However, the perceived donation amount accounts for a stronger effect than ad-context congruence. The paper finds firms' altruistic motives an influential antecedent to the mediating role of attitudes towards the ad (AaD) as a fundraising tool. This is due to the nature of the impact of authenticity on the link with intention to purchase. Contrarily to expectation, the level of firms' involvement with a social cause does not moderate intention to purchase from the consumers' standpoint. The paper provides an interpretation of authentic perception in digital CRM advertising and proposes a composite model of the mechanism of this effect on consumers' response. In DCRM advertising, increasing the perception of donation magnitude is a key driver to advertising success, and the level of association with a social cause is not a significant factor in segmenting and targeting consumers.

A Donation-With-Purchase at a Restaurant: Perceived Authenticity in a Cause-related Marketing

“…Jeon and An (2019) affirmed the motive-authenticity relationship in the cause-related marketing context, in which value-driven motives positively affect authenticity. Another piece of evidence validates the notion that ad-context congruence provides cues for consumers to evaluate trustworthiness when linking advertising to a social cause; in particular, donation magnitude accounts for stronger perceived authenticity, thus generating greater intention to purchase (Ndasi & Akcay, 2020). Consumers frequently evaluate campaign authenticity based on the motivation expressed through carrying out social responsibilities (Alhouti et al, 2016).…”

“…Williams Sonoma encourages consumer donations in-store and online and donates 30% of the purchase price to No Kid Hungry; TGI Friday's gives guests a coupon for a free appetizer on a future visit if they donate $2 to No Kid Hungry (Share Our Strength, 2021). Such practices have the potential to generate brand awareness, promote a social cause, and encourage consumers to support causes (Ndasi & Akcay, 2020). Covering a wide range of practices, from human health to environmental restoration, cause-related marketing implementation through partnerships with non-profit organizations or sponsored causes in business encourages customers to support the cause by purchasing products and services (Berglind & Nakata, 2005).…”

“…Rather than benefiting society, these efforts might be viewed as a tool to cover up the societal harm caused by the company. Although authenticity has been studied in CSR (Alhouti et al, 2016; Liu & Jung, 2021), providing insights into this paradox (Mazutis & Slawinski, 2015), the effect of authenticity in the context of cause-related marketing is insufficiently understood (Ndasi & Akcay, 2020). This study delineates the value of perceived authenticity in consumers’ responses toward marketing practices.…”

The Impact of Advertising Credibility on Purchase Intentions: An Empirical Study among Iraqi Facebook Users

“…Then the knowledge connotations involved in the modern use of the term authenticity expanded to go beyond that narrow view, to include those values that confirm everything that is consistent, sincere, and authentic in the product [64], [86]. Certainly, marketers' keenness to adhere to authenticity in the credibility of advertising through their stores on social networks will inevitably enhance customer confidence and gives the product a unique position compared to other products in the market [71], contributes to a positive impact on their purchase intentions [87], Develop relationships with customers [88], Improving marketing performance under competitive markets [89]. Hence, the third hypothesis is as follows: H1-2: Authenticity in advertising credibility has a positive impact on purchase intentions among Facebook users.…”

“…According to [89] customers who use social networks are more likely to rely on affirmations and discussions that take place on those networks. While [95] explained that the Internet environment includes some ambiguity or limited knowledge about the real parties behind the advertising messages, and here the affirmation of other customers plays an important role in removing the customer's doubts about advertising content.…”