This study focuses on the impact of authenticity in organizational advocacy for polarizing sociopolitical issues. The study examined how individuals’ perceptions of authenticity influence the quality of the relationship between an organization and the public, as well as the level of support for the organization. The study also compared these effects across different polarizing sociopolitical issues. Through an online survey (N = 387), findings revealed a positive association between authenticity in organizational advocacy and the quality of an organization’s relationship with individuals, which led to increased support. Furthermore, the multi-group analysis highlighted the heightened importance of authenticity when organizations advocate for more polarizing issues.
Publication: Journalism & Mass Communication Quarterly