The Brand Purpose–Authenticity Nexus: Leveraging Instagram Bios to Drive Word-of-Mouth

Across three experimental studies, this research revealsthat including a brand purpose (BP) in Instagram bios enhances perceived brand authenticity, which in turn increases consumers’ intention to engage in positive word-of-mouth (WOM). Study 1 confirms this mediation effect and shows that it is robust regardless of affective brand involvement or cause relevance. Study 2 shows that this effect depends on individual differences in long-term orientation (LTO) and abstract thinking, with stronger outcomes among those high in these traits. Study 3 highlights the moderating role of consumer skepticism, finding that more skeptical consumers perceive brands with BP statements as more authentic. Theoretical and practical implications for digital marketers are also discussed.