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This study aims to define perceived authenticity in corporate social advocacy (CSA) and develop the measurement scale of the concept. For conceptualization, this study reviewed multidisciplinary literature and conducted an open-ended survey. Based on the understanding of the concept, a set of measurement items was developed and assessed. A measurement scale model of perceived authenticity in CSA was formally specified as a formative first-order and reflective second-order model and examined in three survey studies. Study 1 (N = 380) was conducted to evaluate the measurement items. The refined measures were then assessed for reliability and validity using a new sample in Study 2 (N = 387). Study 3 (N = 488) served to validate the measurement scale, demonstrating sound reliability and validity. Through these processes, this study proposed a final measurement model of perceived authenticity in CSA, which includes four dimensions – truthfulness, persistence, commitment, and congruence – with 23 measures. Theoretical and practical implications for public relations research and practice are further discussed.
Ejae Lee (Mon,) studied this question.