What’s In A (Buzz)Word?: Navigating Organizational Authenticity In The Digital Age

(Abstract taken from introduction) Organizations and their consumers commonly express the importance of authenticity as it relates to how effectively they establish their brand identity and communicate with stakeholders. According to a Stackla survey from Social Media Today, 90% of consumers say that authenticity is important when deciding which brands they like and support. This emphasis on authenticity is not only expressed by consumers but also by those within the organizations themselves. According to that same survey, 83% of marketers say that authenticity is very important to their brands with 61% of them believing authenticity is the most important component of impactful content (“Survey Reveals How Consumers Really Judge Brand Authenticity”, 2019).