I Am Authentic and You Said It: Analyzing Brand Authenticity on Social Media

All brands wish to be authentic these days. How can brand authenticity (BA) be constructed, communicated, and co-created with users on social media? Using luxury watch brands on Instagram as an example, we developed a dictionary to assess BA and propose a framework to measure the perceived BA by consumers.


Hsin-Hsuan Meg Lee and Jakob Engelhardt (2021) ,"I Am Authentic and You Said It: Analyzing Brand Authenticity on Social Media", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 454-459.


Hsin-Hsuan Meg Lee, ESCP Business School
Jakob Engelhardt, ESCP Business School


NA - Advances in Consumer Research Volume 49 | 2021

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