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Perceived Authenticity of DEI Messaging in Social Media Advertising : A Netnographic Study of Instagram Users
Mahfoudi, Yassine (2025) Perceived Authenticity of DEI Messaging in Social Media Advertising : A Netnographic Study of Instagram Users.
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| Abstract: | This thesis investigates how Instagram users in the Netherlands perceive the authenticity of Diversity, Equity, and Inclusion (DEI) messaging in brand campaigns. Using a qualitative netnographic approach, the study analyzes 1,000 public comments on ten DEI-related Instagram posts by @cestmocro, a popular page followed by multicultural youth. The research applies brand authenticity theory, representation theory, and signaling theory to understand how users emotionally and critically respond to DEI messaging. Findings reveal five dominant reactions: accusations of woke-washing, moral outrage, skepticism, feelings of exclusion, and appreciation. Users questioned campaigns they perceived as performative or inconsistent, while praising those that showed cultural awareness, emotional sincerity, and long-term commitment. Campaigns by brands like HEMA and FunX were viewed positively, whereas others—such as Kruidvat and Albert Heijn—faced backlash for reinforcing stereotypes or lacking credibility. This study contributes to marketing literature by focusing on audience interpretation in digital environments rather than brand intention. It offers practical insights for brands seeking to communicate inclusion more authentically, highlighting the importance of continuity, cultural sensitivity, and genuine engagement with marginalized communities. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | International Business Administration BSc (50952) |
| Link to this item: | https://purl.utwente.nl/essays/106931 |
| Export this item as: | BibTeX EndNote HTML Citation Reference Manager |
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