Determining the factors affecting brand authenticity of startups in social media

Purpose This paper aims to determine the affecting factors of the brand authenticity of startups in social media. Design/methodology/approach Using a qualitative method based on a grounded theory approach, this research specifies and classifies the affecting factors of brand authenticity of startups in social media through in-depth semi-structured interviews. Findings Multiple factors affecting the brand authenticity of startups in social media...