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Authenticity: A macromarketing perspective

Abstract
This investigation argues that authenticity is inherently a macromarketing concept that is linked to how marketers and consumers view themselves and their own status in society. We show that authenticity refers to the marketer’s marketplace condition (mindset) that can be best described as sincere concern for another. We argue that micromarketing as a general phenomenon is rooted in inauthenticity due to the fact that micromarketing practices represent (distressed, decomposed) overreaction to the marketers’ self-embraced narrow view of their own social status (as maximiser of self-interest, profit, growth) that is largely irrelevant – even contradictory – to the crucial goals of society.
Type
Journal Article
Type of thesis
Series
Citation
Kadirov, D., Varey, R. J., & Wooliscroft, B. (2014). Authenticity: A Macromarketing Perspective. Journal of Macromarketing, 34(1), 73-79.
Date
2014-03
Publisher
Sage
Degree
Supervisors
Rights