Examining authenticity on digital touchpoint: a thematic and bibliometric review of 15 years' literature
Journal of Research in Interactive Marketing
ISSN: 2040-7122
Article publication date: 4 October 2023
Abstract
Purpose
The role of customers has moved from reactive to proactive, and they require more control over digital touchpoints. The quest for authenticity is their response to the dark side of interactive marketing – forms of faking, manipulation and exploitation. Authenticity becomes a key topic in interactive marketing as it reflects how customers assess digital touchpoints. However, there is a lack of comprehensive knowledge of authenticity in the interactive environment.
Design/methodology/approach
This article consolidates the authenticity studies in various digital touchpoints using the entity-referent correspondence framework. This research employs bibliometric analysis and thematic analysis of 103 articles in the last 15 years.
Findings
Five research clusters are identified: (1) human, (2) brand-generated content, (3) user-generated content, (4) branded platforms and (5) new technologies-based touchpoints (artificial intelligence, augmented reality and virtual reality). Most interactive marketing studies focus on human and content authenticity, and new technologies-based touchpoints lack comprehensive conceptualization. The review synthesizes the types of authenticity used in each touchpoint and highlights the importance of true-to-creator-self and true-to-customer-self in customer evaluation. We further propose a research framework with four antecedent groups and outcomes.
Practical implications
Our research supports managers by highlighting the type of authenticity prioritized in each touchpoint's development.
Originality/value
To answer the call from interactive marketing researchers, this research highlights the distinct definitions of authenticity at various digital touchpoints rather than looking at the overall brand. Trends, gaps and future research agenda of the authenticity concept in technology adoption and customer behavior are discussed.
Keywords
Acknowledgements
Funding: This research did not receive any specific grant from funding agencies in the public, commercial, or not-for-profit sectors.
Citation
Vo, D.-T., Mai, N.Q., Nguyen, L.T., Thuan, N.H., Dang-Pham, D. and Hoang, A.-P. (2023), "Examining authenticity on digital touchpoint: a thematic and bibliometric review of 15 years' literature", Journal of Research in Interactive Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JRIM-02-2023-0042
Publisher
:Emerald Publishing Limited
Copyright © 2023, Emerald Publishing Limited