... understanding of how conspicuous brand cues function in MIOCs. Third, this study contributes to the literature on message design by deepening our understanding of how communication elements – specifically, perceived authenticity – act as key drivers of positive brand outcomes in digital contexts (Hu et al...

... of exposure to influencer content on discrepancy and strengthens the link between discrepancy and positive affect. Self-acceptance and mindfulness positively moderate the impact of discrepancy on positive affect and negatively on negative affect. Perceived authenticity strengthens the impact of positive...

... authenticity of the museum, the visitor and the materials in the museum are dimensions of perceived authenticity, resonating with Bal’s (1996) research in this area. Findings also confirm that consumer scepticism and expectations are antecedents to perceived authenticity of the visitor experience in museums...