Advertising for Brands and Society: The Role of Perceived Authenticity in Corporate Transgender Advocacy Advertising Campaigns.

Abstract

While organizations have increasingly engaged in corporate social advocacy (CSA) for sexual and gender diverse populations, transgender people have often been overlooked in LGBTQ advocacy campaigns. Among the different strategic communication tactics that can be used in CSA, advertising is an important channel for organizations to send their prosocial messages as well as to publicly demonstrate their support of particular causes and populations. Given the tension between growing social acceptance of gender diverse populations and anti-transgender political landscape in the USA, only a handful of organizations have recently shown transgender advocacy advertising campaigns. This study explores corporate transgender advocacy advertising campaigns as one contemporary CSA program, attending to the role of authenticity in CSA effectiveness. Findings show cisgender people perceive authenticity from transgender advocacy advertising campaigns regardless of their gender, which in turn, mitigates consumer skepticism and increases the willingness to engage with the campaign on social media and, further, to engage with other transgender advocacy campaigns. Theoretical and practical implications are discussed.