Resisting Authenticity: How young adults perceive authenticity in brand communication on TikTok
As digital content is taking up more and more space in everyday life, brands increasingly turn to social media platforms like TikTok to engage with audiences, especially young adults. However, with this increase also comes a rise in advertising skepticism and users’ heightened awareness of persuasive tactics employed by brands. As a result, it has be-come essential for brands to appear authentic i
