The paper provides a survey understanding of two dimensions of perceived authenticity in digital cause-related marketing (CRM) display advertising and models the impact on consumers’ responses. It develops a model with a set of six hypotheses and tests them through a multivariate structural equation technique on quantitative data generated by a survey procedure on a UK-based consumer panel. The 465 online panel participants consisted of 60% males and 40% females between the ages of 18 and 35. The findings provide empirical evidence that the perceived donation amount and ad-context congruence are intertwined perspectives of authenticity in digital CRM display ads, and show that both of these dimensions provide input to conferring authenticity on the ads. However, the perceived donation amount accounts for a stronger effect than ad-context congruence. The paper finds firms’ altruistic motives an influential antecedent to the mediating role of attitudes towards the ad (AaD) as a fundraising tool. This is due to the nature of the impact of authenticity on the link with intention to purchase. Contrarily to expectation, the level of firms’ involvement with a social cause does not moderate intention to purchase from the consumers’ standpoint. The paper provides an interpretation of authentic perception in digital CRM advertising and proposes a composite model of the mechanism of this effect on consumers’ response. In DCRM advertising, increasing the perception of donation magnitude is a key driver to advertising success, and the level of association with a social cause is not a significant factor in segmenting and targeting consumers.

中文翻译：

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了解与数字原因相关的广告中的真实性：原因引起的购买意愿是否适中？

本文提供了对与数字原因相关的营销（CRM）展示广告中感知到的真实性的两个维度的调查理解，并建模了对消费者响应的影响。它开发了一个包含六个假设的模型，并通过多变量结构方程技术对基于英国消费者小组的调查程序生成的定量数据进行了检验。465名在线小组参与者包括18岁至35岁之间的60％的男性和40％的女性。这些发现提供了经验证据，表明感知的捐赠金额和广告语境一致性是数字CRM显示广告真实性的相互交织的观点，这两个维度都为在广告上赋予真实性提供了输入。然而，感知的捐赠金额比广告语境的一致性具有更强的影响力。本文发现公司的利他动机是对广告态度（AaD）作为筹款工具的中介作用的重要影响因素。这是由于真实性对具有购买意向的链接的影响的性质所致。与预期相反，从消费者的角度来看，企业参与社会事业的程度并不能降低购买意愿。本文对数字CRM广告中的真实感知进行了解释，并提出了这种影响消费者反应的机制的复合模型。在DCRM广告中，增加对捐赠数额的认识是广告成功的关键动力，