Performative or principled? The role of brand credibility and congruity in activism marketing effectiveness

In the age of digital activism, brands increasingly engage in sociopolitical issues to connect with value-driven consumers. However, such efforts risk being perceived as inauthentic or opportunistic if done incorrectly. This research investigates how brand-ad congruity and brand credibility shape consumer perceptions of brand authenticity and activism marketing effectiveness. Study 1 uses social media text mining of X related to Bud Light (1,181 posts) and Target’s (943 posts) most criticized Pride Month campaigns, revealing that criticism was often more directed at brand execution than LGBTQ+ support, and that incongruence between brand identity and campaign messaging contributed to backlash. Study 2 uses a 2 × 2 experiment (N = 290) to test the effects of credibility (high versus. low) and brand-ad congruity (congruent versus. incongruent) on attitudinal and behavioral outcomes. Results show that congruent messaging and high credibility enhance campaign evaluations, with authenticity mediating these effects. Advertising skepticism further reduces trust when incongruity is perceived. Findings underscore the importance of consistent, credible activism in mitigating backlash and building consumer trust.