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https://sproutsocial.com/insights/data/social-media-connection/

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Brand Authenticity on Social Media - Honesty, Transparency and Engaging Content 

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Brand Authenticity on Social Media - Honesty, Transparency and Engaging Content 

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Brand Authenticity Matters to Younger Consumers Most

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Brand Authenticity Matters to Younger Consumers Most

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Stackla's survey revealed that 86% of people say authenticity is important when deciding what brands they like and support.

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From Sprout Social's Brands Get Real Report 

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From Sprout Social's Brands Get Real Report 

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Stackla's Research in 2017 showed that 60% social media users view user-generated content as most authentic content on social media.

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Corporate Social Responsibility = Great Brand Authenticity 

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Corporate Social Responsibility = Great Brand Authenticity 

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The findings from this 2021 study published in Business and Society show that CSR is positively related to customers’ positive word-of-mouth, both directly and indirectly, through brand authenticity. Moreover, alternative attractiveness positively moderates the effect of CSR on brand authenticity. This implies that CSR can act as a differentiation mechanism to further enhance the focal brand’s authenticity, when an alternative brand is perceived as highly attractive.