Browsing by Author "Geinez, Anita"
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- Authenticity-based consumer responses : do individualistic or group-affiliating messages in Instagram advertisements enhance gen Z's perception of personal authenticity?Publication . Geinez, Anita; Braga, João NizaThe growing interest in consumers perception of authenticity results from the fact that it does not only result in higher psychological wellbeing and health but also has established a crucial competitive advantage for brands aiming at building strong relationships. Especially members of Gen Z are characterised by their demand for authenticity.The present study explores how individualistic and group-affiliating advertisements on Instagram impact Gen Z's perceived personal authenticity and consumer responses. Utilizing a 2x2 between subjects design (social belonging priming: inclusion/exclusion advertisement message: individualistic/group-affiliating) with 123 participants, the research reveals a significant interaction. Socially excluded Gen Z members reported higher personal authenticity, expected pleasure, and purchase intention with group-affiliating advertisements, while socially included individuals benefited from individualistic messages. Group-affiliating advertisements also drove higher sharing intentions across both social belonging conditions. Importantly, perceived personal authenticity is positively correlated with purchase intention. Therefore, it lastly influences tangible business outcomes.