Authenticity work and brand custodians: Leveraging interobjective representations in digital advertising contexts

Alexandre Schwob , Ronan De Kervenoael, Mark Palmer

Research output: Contribution to journalArticle

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Abstract

Abstract
Purpose- Our aim is to explore how managers as custodians of digital brands draw upon and are invited to leverage interobjective representations in digital advertising contexts with multiple market actors.
Design/methodology/approach- A case study approach of three digital branding advertisements is undertaken.
Findings- The findings reveal how digital brand authenticity work operates through three main forms of interobjective representations: i) safeguarding, ii) sense discovery, and iii) enlighten creation.
Practical implications- Findings provide insights into how digital interaction contexts yield efforts by managers to ‘detect and focus’ on reading the signs of authenticity and developing digitized authenticity that supports dynamic content creation.
Social implications- This paper reveals how a wide array of market actors contributes to digitized authenticity and how managers as custodians can leverage the inherent social nature of crowds in digital ecosystems.
Originality/value – This study underlines the importance of problematizing novel IT based managerial practices that reveal the necessity to understand and act upon the human and preservation aspects of digitized brands.
Original languageEnglish
JournalInformation Technology and People
Publication statusAccepted - 04 Oct 2018

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