واکاوی عوامل مؤثر بر اصالت برند مبتنی بر اعتماد در رسانه‌های اجتماعی (شرکت‌های فعال در حوزه گردشگری)

رضا  بهرامی; هادی سید فضلی; جواد  نیک نفس; تحفه  قبادی لموکی; علیرضا  پیرحیاتی

Authors

Reza Bahrami PhD Students, Department of Business Management, Ha.C., Islamic Azad University, Hamaden, Iran. Author https://orcid.org/0000-0002-0734-7184
Hadi Seyed Fazli Department of Business Management, WT.C., Islamic Azad University, Tehran, Iran. Corresponding author https://orcid.org/0000-0001-5330-4794
Javad Nik Nafas Department of Management, Ha.C., Islamic Azad University, Hamaden, Iran. Author https://orcid.org/0009-0008-7427-561X
Tohfeh Ghodadi Lamoeki Department of Management, Ha.C., Islamic Azad University, Hamaden, Iran. Author https://orcid.org/0000-0003-3114-9126
Alireza Pirhiyati Department of Business Management, ST.C., Islamic Azad University, Tehran, Iran. Author https://orcid.org/0009-0005-5061-8620

Keywords:

active participation in tourism industry, trust in social media, brand originality

Abstract

This study aims to identify the dimensions, components, and indicators influencing brand authenticity based on trust in social media within tourism companies. This study employed a qualitative approach using thematic analysis. Data were collected through semi-structured interviews with 16 experts, including academic faculty members, managers, and specialists in tourism and marketing. Sampling was conducted purposively using the snowball method until theoretical saturation was achieved. Data were analyzed using MAXQDA12 software across basic, organizing, and global themes. Model validation was performed using the Strauss and Corbin approach, along with a one-sample t-test to assess the adequacy of the components. The findings revealed that brand authenticity based on trust in social media has a multidimensional structure consisting of 8 dimensions, 23 components, and 82 indicators. The results of the one-sample t-test indicated that all components were significantly above the benchmark mean and were considered valid by experts. Key dimensions such as message transparency and honesty, cultural identity and authentic storytelling, digital experience quality, human interaction, and perceived trust were found to play a critical role in shaping brand authenticity. The results indicate that brand authenticity in social media is significantly influenced by the integrated alignment of communicative, cultural, interactive, and performance-related factors, and strengthening these dimensions can enhance trust and ultimately improve customer loyalty in the tourism industry.

Downloads

Download data is not yet available.

References

Andualem, G. (2023). The Moderating Role of Brand Involvement Between Brand Authenticity and Brand Relationship Quality and Its Impact on Behavioral Outcome (In the Case of Selected National and International Brands). JMCR. https://doi.org/10.7176/jmcr/90-06

Asad, S. (2024). The Effect of Social Media Influencers on Brand Trust and the Moderating Role of Brand Reputation on Brand Commitment and Brand Loyalty. Market Forces, 19(1). https://doi.org/10.51153/mf.v19i1.643

Baghel, D. (2023). The Role of Influencer Authenticity and Brand Trust in Shaping Consumer Behavior: Strategies to Engage Generation Z. Shodhkosh Journal of Visual and Performing Arts, 4(1). https://doi.org/10.29121/shodhkosh.v4.i1.2023.3327

Fakriyah, I. P., & Abdurrahman, A. (2024). The Influence of Social Media Marketing on Purchase Intentions With Brand Trust and Brand Image as a Mediating Role in Avoskin Products. Ijaamr, 2(3), 173-184. https://doi.org/10.59890/ijaamr.v2i3.1506

Fatma, M., & Khan, I. (2023). Corporate social responsibility and brand advocacy among consumers: The mediating role of brand trust. Sustainability, 15(3), 2777. https://doi.org/10.3390/su15032777

Gad, K. (2026). The Impact of Social Media Marketing on Purchase Decision through Customer Experience: An Empirical Study on Skin and Hair Care Products in Egypt. Arab Journal of Administration, 46(1). https://aja.journals.ekb.eg/article_306639.html

Harjadi, D., Fatmasari, D., & Hidayat, A. (2023). Consumer identification in cigarette industry: Brand authenticity, brand identification, brand experience, brand loyalty and brand love. Uncertain Supply Chain Management, 11(2), 481-488. https://doi.org/10.5267/j.uscm.2023.3.001

Hollebeek, L. D., & Macky, K. (2019). Digital Content Marketing's Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications. Journal of Interactive Marketing, 45(1), 27-41. https://doi.org/10.1016/j.intmar.2018.07.003

Hyun, H., Park, J., & Hong, E. (2024). Enhancing Brand Equity through Multidimensional Brand Authenticity in Fashion Retailing. Journal of Retailing and Consumer Services, 78. https://doi.org/10.1016/j.jretconser.2024.103712

Irawan, D., Ady, S. U., & Sayidah, N. (2024). Building Brand Trust: The Role of AI-Driven Personalization and Brand Storytelling in Strengthening Brand Authenticity Perceptions. Journal of Economics, Management, Entrepreneurship, and Business (JEMEB), 4(2), 83-91.

Léo, T., & Élisabeth, R. (2023). Exploring the Impact of Corporate Philanthropy on Brand Authenticity in the Luxury Industry: Scale Development and Empirical Studies. Sustainability, 15(16), 122-154. https://doi.org/10.3390/su151612274

Morhart, F., Malär, L., Guèvremont, A., Girardin, F., & Grohmann, B. (2015). Brand authenticity: An integrative framework and measurement scale. Journal of Consumer Psychology, 25(2), 200-218. https://doi.org/10.1016/j.jcps.2014.11.006

Nguyen, T. V. N., Liem, N. X., Thuy, D. N., Danh, D. V., & Huan, N. Q. (2024). Brand authenticity: the antecedents of brand love and brand advocacy. Journal of Strategic Marketing, 2(July 2023), 1-23. https://doi.org/10.1080/0965254X.2023.2233760

Nurhadi, M., Salsabillah, A. S., Suryani, T., & Fauzi, A. A. (2024). Peran Social Media Marketing Activities Dalam Membangun Brand Equity Dengan Mediasi Brand Trust, Brand Image, Brand Awareness Pada Produk SOMETHINC Di Indonesia. Performance Jurnal Bisnis & Akuntansi, 14(1), 241-256. https://doi.org/10.24929/feb.v14i1.2948

Nursanty, E., Rusmiatmoko, D., & Widiantara, I. W. A. (2024). Bridging Traditions: Placemaking and Authenticity in Architecture for City Branding. Architecture Papers of the Faculty of Architecture and Design STU, 29(3), 15-24. https://doi.org/10.2478/alfa-2024-0014

Papadopoulou, C., Vardarsuyu, M., & Oghazi, P. (2023). Examining the relationships between brand authenticity, perceived value, and brand forgiveness: The role of cross-cultural hainess. Journal of Business Research, 167, 114154. https://doi.org/https://doi.org/10.1016/j.jbusres.2023.114154

Portal, S., Abratt, R., & Bendixen, M. (2019). The role of brand authenticity in developing brand trust. Journal of Strategic Marketing, 27(8), 714-729. https://doi.org/10.1080/0965254X.2018.1466828

Purnama, A. W. (2025). The Authenticity Cascade: How CSR Shapes Brand Love and Loyalty Among Young Indonesian Coca-Cola Consumers. Golden Ratio of Marketing and Applied Psychology of Business, 6(1), 314-334. https://doi.org/10.52970/grmapb.v6i1.1360

Safeer, A. A., He, Y., Lin, Y., Abrar, M., & Nawaz, Z. (2023). Impact of perceived brand authenticity on consumer behavior: an evidence from generation Y in Asian perspective. International Journal of Emerging Markets, 18(3), 685-704. https://doi.org/10.1108/IJOEM-09-2020-1128

Salsabila, S., & Hati, S. R. H. (2024). Utilizing social media marketing (SMM) initiatives to create customer brand engagement (CBE) and brand loyalty: Mediating impacts of brand trust, brand awareness, and brand image. Jurnal Manajemen Dan Pemasaran Jasa, 17(1), 81-96. https://doi.org/10.25105/jmpj.v17i1.18741

Santer, N., Manago, A. M., & Bleisch, R. (2023). Narratives of the Self in Polymedia Contexts: Authenticity and Branding in Generation Z. Qualitative Psychology, 10(1), 79-106. https://doi.org/10.1037/qup0000232

Sharafi, V., & Tabaan, M. (2024). The Impact of University Brand Authenticity on Students' Tendency Toward University Sports: The Mediating Role of University Brand Equity. Research in Educational Sports. https://res.ssrc.ac.ir/article_4451.html?lang=en

Simamora, E. C. (2025). The Influence of Social Media Marketing on Purchase Decisions With Brand Awareness as Mediation (Study on Truffle Belly Jimbaran). Dinasti International Journal of Economics Finance & Accounting, 6(2), 1520-1531. https://doi.org/10.38035/dijefa.v6i2.4471

Spörl-Wang, K., Krause, F., & Henkel, S. (2025). Predictors of social media influencer marketing effectiveness: A comprehensive literature review and meta-analysis. Journal of Business Research, 186, 114991. https://doi.org/10.1016/j.jbusres.2024.114991

Syovina, M., & Sari, D. K. (2020). Pengaruh Family Business Image Promotion Soraya Bedsheet Terhadap Social Media Engagement Dengan Brand Authenticity Dan Consumer-Company Identification Sebagai Variabel Mediasi (Survey on Facebook and Instagram Users). Jurnal Apresiasi Ekonomi, 8(2), 221-234. https://doi.org/10.31846/jae.v8i2.285

Talha, M. (2025). Optimizing Digital Marketing Campaigns Using Artificial Intelligence (AI) and Social Media Analytics: A Comparative Study of Machine Learning Algorithms. Interantional Journal of Scientific Research in Engineering and Management, 09(03), 1-9. https://doi.org/10.55041/ijsrem42691

Yasri, Y., & Budiarti, A. (2023). Millennials Brand Love of Regional Specialties Food: The Role of Brand Authenticity and Brand Trust. Proceedings of the 5th International Conference on Economics, Business and Economic Education Science, ICE-BEES 2022, 9-10 August 2022, Semarang, Indonesia,