Authenticity

Reactive Marketing and the Co-Production of (In)Authenticity

By Preyas S. Desai, Jessie Liu

DOI https://doi.org/10.48550/arXiv.2511.16793

Abstract

This paper explores how businesses engage in reactive marketing by sending pro-social messages on social media to respond to external events, while considering issues of authenticity and consumer perceptions. It studies the motivations behind both authentic and inauthentic messaging by companies, taking into account the presence of external investigators who can verify these messages. The findings suggest that the effectiveness of reactive marketing depends on whether consumers value external validation or their internal beliefs. Specifically, when consumers are more internally focused, companies tend to build credibility through self-sufficiency. Conversely, when consumers look for external validation, companies can choose either a self-sufficiency strategy or a complementary approach, relying on investigator validation. The study concludes that self-sufficiency fosters more authentic messaging compared to complementarity.

Introduction

The study addresses a shift in consumer expectations where businesses must not only provide products but also engage in social issues. Claims from various surveys indicate that many consumers now evaluate brand values when making purchasing decisions. In response, many companies issue reactive marketing messages during significant events, like Earth Day or social justice matters. However, consumers often find it difficult to discern the authenticity of these messages. The authors are particularly interested in how the dynamics between the message sender (companies), the receiver (consumers), and the investigator (third-party validators) influence the perceived authenticity of messaging.

Key highlights:

• Consumer Expectations: Consumers expect brands to take a stand on social issues, impacting their purchasing decisions.
• Reactive Messages: Companies often respond with public statements during significant societal events.
• Authenticity Concerns: Consumers may view corporate messaging critically, questioning the sincerity of the sender.
• Investigation and Verification: The presence of third-party investigators adds a layer of complexity, as they can assess message authenticity based on historical data.

Findings

1. Message Strategies: The research introduces two primary strategies for senders—self-sufficiency and complementarity.
   • Self-Sufficiency: This approach builds credibility without reliance on external validation. It leads to more authentic messaging as firms reduce the frequency of inauthentic messages.
   • Complementarity: In this strategy, firms depend on external validation from investigators. While this can be effective, it may encourage less authentic communication because firms can rely on investigator support to sway consumers.
2. Consumer Focus: The sender’s strategy is impacted by whether the receiver is more focused on self-signaling or external validation:
   • Internal Focus: When consumers prioritize their beliefs about the authenticity of messages, they are more receptive to self-sufficient strategies.
   • External Focus: When consumers look towards external validation, they are more open to messages that are supported by the investigator.

3. Confirmation Bias: The study also examines how confirmation bias affects consumer perceptions. This bias can lead individuals to disregard contradicting information and overvalue their prior beliefs. Such bias acts as a double-edged sword, making it easier for senders to persuade some consumers while complicating the persuasive process for others.

4. Implications for Corporate Strategy:

   • The existence of a favorable prior belief (consumers’ past experiences with brands) can create a zone of automatic affirmation, where companies are more likely to receive support regardless of the authenticity of their messages.
   • Greater emphasis on self-signaling by consumers may permit higher levels of inauthentic messaging, as consumers may overlook inconsistencies if they align with their existing beliefs.

Conclusion

The findings suggest that the dynamic interplay between company messaging, consumer expectations, and external validation leads to co-produced authenticity in reactive marketing. Businesses face significant challenges in crafting messages that resonate authentically while aligning with social causes. The balance between self-sufficiency and complementarity strategies determines a firm’s credibility and ultimately influences consumer support.

Limitations

While the paper brings valuable insights, it acknowledges that further exploration is necessary regarding the commitment of firms to their messaging strategies, dynamic interactions over time, and responses from polarized consumer groups.

Practical Insights

Firms aiming for effective reactive marketing should strategically align their messaging with consumer expectations and values while considering the implications of external validation. Understanding consumer biases and beliefs can help in crafting messages that are perceived as more genuine and thus garner greater support.