Exploring LGBTQ+ marketing authenticity: A qualitative entity-referent correspondence study

Abstract

Orientation: This research contributes a novel methodological approach by examining LGBTQ+ marketing authenticity through the lens of a psychological theory.

Research purpose: This research employs the entity-referent correspondence framework to evaluate alignment between marketing representations and community realities.
Motivation for the study: Specialised communities such as LGBTQ+ consumers challenge conventional authenticity frameworks, requiring marketers to develop a more nuanced understanding of how these distinct groups perceive and evaluate brand genuineness through their unique cultural lenses.
Research design, approach and method: The study conducted an interpretive phenomenological analysis on data from 15 online interviews with LGBTQ+ community members. This methodology employed sequential interpretation and abstraction processes to identify patterns and extract core meanings from participant experiences. The findings were synthesised into an interpretive narrative framework representing participants’ lived experiences.
Main findings: The findings indicate that LGBTQ+ community members feel excluded and have developed independent coping mechanisms in response.
Practical/managerial implications: To achieve authentic representation and avoid tokenistic approaches, marketing professionals should establish direct collaborative partnerships with LGBTQ+ community members to co-develop meaningful marketing strategies.
Contribution/value-add: This research breaks new ground by being the first to apply the entity-referent correspondence framework to determine LGBTQ+ marketing authenticity. The research uncovers a significant population gap beyond its initial scope, raising fundamental questions about authentic marketing representation within underserved demographic segments.