“Be authentic!” is the watchword of today’s social sharing era. In fact, a recent survey found that 87% of global consumers said it was more important for companies to be authentic than innovate (72%) or deliver unique products (17%). But is authenticity truly a driver of product sales? A Journal of Marketing study analyzes 323 television ads across 67 brands and four years to measure the impact of authenticity on the sales of fast-moving consumer goods (FMCG). Listen to the webinar for findings.
Featured speakers in video: Maren Becker and Nico Wiegand (both from Cologne University, Germany)
All authors: Maren Becker, Nico Wiegand, and Werner J. Reinartz (all from Cologne University, Germany)
Full article: https://doi.org/10.1177%2F0022242918815880
Scholarly Insight: https://www.ama.org/2019/02/07/does-it-pay-to-be-real-understanding-authenticity-in-tv-advertising/