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.