Published on January 22, 2025
This study defines what authenticity means when companies engage in social advocacy for important current issues and creates a way to measure it. I reviewed multidisciplinary literature, conducted surveys, and developed a model to assess perceived authenticity in corporate social advocacy. Over three survey studies, I tested and refined the measurement scale model to ensure reliability and validity. The final model identifies four key dimensions of authenticity: truthfulness, persistence, commitment, and congruence, supported by 23 specific measures. This work offers valuable insights for public relations strategies and helps organizations effectively communicate their advocacy efforts.
Publication: Journal of Public Relations Research