How to satisfy modern audiences’ search for authenticity – Kadirov, Varey and Wooliscroft

What is authenticity and why do audiences want it? This is one of the questions that Kadirov, Varey and Wooliscroft ask in their fascinating analysis of motivations, production processes and the ethics of modern marketing. Their findings are interesting, not because they are novel (I’ve come across them many times in the study the mediation of political economies) but because their findings are so critical to come out of the horses mouth itself.

Kadirov, D., Varey, R. J., & Wooliscroft, B. (2013). Authenticity: A macromarketing perspective. Journal of Macromarketing, 0276146713505774.

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