Conceptualising authentic engagement in social marketing

Purpose This study aims to explore what an authentic approach to engagement with historically underserved and under-resourced communities looks like for social marketers. This helps ensure the voices of the marginalised are heard, and their interests are authentically represented in the development of social marketing interventions. This further reduces risk and unintended negative outcomes from groups engaging in social marketing interventions. Design/methodology/approach This research follows Podsakoff et al.’s (2016) conceptualisation protocol to answer the research purpose by first identifying the dimensions of authenticity and engagement in social marketing separately, then finding a harmonious link between the core dimensions and thereafter developing and refining a definition. Findings The research shows that dimensions of authenticity include honesty and transparency, an attitude that is well-meaning, caring, helpful and having a desire for a positive impact, a familiar relationship between social marketers and priority communities, congruous heritage and reputation of change providers with supporting community welfare, effective intervention development and implementation and genuine representation. Moreover, the key dimensions of engagement in social marketing include interacting with or participating in the intervention, building relationships with stakeholders, interaction between social marketers, priority audiences and stakeholders and co-creation between social marketers, priority audiences and other stakeholders. Originality/value The research contributes to social marketing literature by defining authentic engagement with historically underserved and under-resourced communities. Additionally, as authentic engagement requires considerable collaboration and participation, this research responds to a recent call for more participatory approaches in social marketing. Also, the other contribution includes the key factors needed to operationalise this concept.