Public Relations, Branding and Authenticity: Brand Communications in the Digital Age explores the role of PR and branding in society by considering the notion o

Social media is having a profound, but not yet fully understood impact on public relations. In the 24/7 world of perpetually connected publics, will public rela

This volume contains an Open Access Chapter. This collection explores the complex and controversial idea of authenticity. Addressing the concept from an interdi

Seminar paper from the year 2022 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,7, University of Bayreuth, cou

The projection of authenticity is one of the key pillars of marketing. Research reveals that consumers seek authenticity through the brands they choose. Based o