A Study on Consumer Sense-Making on Brand Authenticity with Reference to Fake Engagement on Instagram Tiruchirappalli

Abstract

The impact of fake engagement on consumer perception of brand authenticity has emerged as a significant concern in the digital marketing landscape, particularly on Instagram. This study examines how practices such as fake likes, comments, and followers influence consumers’ perception of brand authenticity among users in Tiruchirappalli. It also explores the role of consumer sense-making in evaluating authenticity within a social media environment. A descriptive research design was adopted, and primary data were collected from 183 respondents using a structured questionnaire through purposive sampling. Various statistical tools, including percentage analysis, descriptive statistics, reliability testing, chi-square analysis, Pearson correlation, and multiple linear regression, were employed to analyze the data. The findings indicate that consumers are highly aware of fake engagement practices and actively assess engagement metrics before forming opinions about brands. Increased levels of fake engagement were found to negatively impact trust and authenticity perception. Furthermore, consumer sense-making plays a crucial role in interpreting such cues and influencing brand evaluation. The study concludes that maintaining authentic engagement and ensuring transparency are essential for enhancing consumer trust and long-term brand credibility on Instagram.