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

Abstract

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.

For the girls, gays, and theys: LGBTQ+ stakeholder communication and alignment of video game brands

“…To answer RQ2, the social media sample and further online discourses surrounding the companies, such as interviews, the company websites, news articles, and YouTube videos, were analyzed using the dimensions of POA (Lim et al, 2022)−23 sources for Tell Me Why and eight for Bugsnax. Here, the goal is to compare organizational practices with their strategic communication, to see if they are sincerely aligning with their LGBTQ+ stakeholders, engaging in real CSR, or participating in rainbow washing.…”

“…If authenticity is not achieved in the eyes of queer stakeholders, i.e., communication is not consistent with organizational practices, the relationship will be compromised. Research on CSR and rainbow washing has shown that only consistent and authentic support messages positively affect the organization-stakeholder relationship (Ciszek and Pounders, 2020;Lim et al, 2022). Hence, for our research, we have formulated the following research questions:…”

“…Authenticity is especially important for marginalized publics, such as LGBTQ+ stakeholders. So, to contextualize our findings from the previous research questions, we examine authenticity on an organizational level, by utilizing Lim et al (2022) POA scale:…”

“…To explore how authentic the communicated LGBTQ+ stakeholder alignment is, the answers to RQ1 were contextualized with further organizational discourse, such as websites, blog posts, and interviews. The data was categorized along Lim et al (2022) authenticity dimensions (continuity, credibility, representativeness, integrity, and symbolism) with the objective being to observe how organizational practices compare to the strategic communication of CSR initiatives by video game brands. Using the POA framework (Lim et al, 2022) to look at organizational practices allows us to assess the perceived authenticity of the brands for LGBTQ+ stakeholders.…”

Tokenism in the workplace: does brand activism benefit LGBTQ+ employees in the hospitality industry?

“…Among 90% of brands that promote diversity, only 4% are perceived as diverse, which questions the authenticity of Tokenism in the workplace corporate stances on DE&I, and thus LGBTQþ issues (Aird, 2019). The greater the perceived authenticity of an organization's LGBTQþ support, the lower the skepticism (Lim et al, 2022). Firms' motives for CSR are perceived as altruistic (other-serving) or egoistic (self-serving), aimed at increasing profit and own welfare (Handelman and Arnold, 1999).…”