{"id":{"repo_id":"texas-state","oai_identifier":"oai:digital.library.txst.edu:10877/16476"},"canonical_url":"https://search.dev.ndltd.org/etd/texas-state/oai:digital.library.txst.edu:10877/16476","repository":{"repo_id":"texas-state","name":"Texas State University","base_url":"https://digital.library.txst.edu/server/oai/request"},"display":{"title":"Branding Beyond the Rainbow: An Exploration of Authentic Advertising for Gen-Z's LGBTQ+ Community","abstract":"“Brand authenticity” is an interesting concept. It’s difficult to objectively define, hard to effectively execute, yet remains a requirement in winning the hearts of consumer audiences. Generation-Z, the most diverse and openly LGBTQ+ generation yet, places high value upon authenticity and purpose-driven marketing. This creates a challenge for advertisers as they adapt their messaging to the next big wave of spenders; brands must find a way to connect with Gen-Z’s LGBTQ+ audience without engaging in the pitfalls of rainbow-washing, a phenomenon defined as the commodification of LGBTQ+ liberation through inauthentic corporate practices. While previous studies suggest that there is no one-size-fits-all answer to authentic corporate messaging, this study expands upon our understanding of what is valued by an important subset of Gen-Z through the lens of signaling theory. This quantitative research among Gen-Z participants suggests that marketers should focus their messaging on LGBTQ+ representation, backed by corporate integrity and credibility through acts of corporate social activism with tangible benefits to the LGBTQ+ community.","abstract_html":"“Brand authenticity” is an interesting concept. It’s difficult to objectively define, hard to effectively execute, yet remains a requirement in winning the hearts of consumer audiences. Generation-Z, the most diverse and openly LGBTQ+ generation yet, places high value upon authenticity and purpose-driven marketing. This creates a challenge for advertisers as they adapt their messaging to the next big wave of spenders; brands must find a way to connect with Gen-Z’s LGBTQ+ audience without engaging in the pitfalls of rainbow-washing, a phenomenon defined as the commodification of LGBTQ+ liberation through inauthentic corporate practices. While previous studies suggest that there is no one-size-fits-all answer to authentic corporate messaging, this study expands upon our understanding of what is valued by an important subset of Gen-Z through the lens of signaling theory. This quantitative research among Gen-Z participants suggests that marketers should focus their messaging on LGBTQ+ representation, backed by corporate integrity and credibility through acts of corporate social activism with tangible benefits to the LGBTQ+ community.","abstract_has_math":false,"creators":["Turner, Kaitlynn"],"institution":"Texas State University","degree_name":null,"degree_level":null,"degree_discipline":"Journalism and Mass Communication","degree_department":null,"school":null,"contributors":[],"advisors":["Craig, Clay"],"committee_chairs":[],"committee_members":[],"year":2022,"date_issued":"2022-12","date_published":"2022-12","updated_at":"2026-07-27T21:22:55Z","subjects":["authenticity","advertising","gen-Z","LGBTQ+"],"languages":["en"],"rights":[],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"https://hdl.handle.net/10877/16476","outbound_label":"Handle","outbound_source":"dc:identifier.uri"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor.advisor","label":"Advisor","values":["Craig, Clay"]},{"key":"dc:creator","label":"Author","values":["Turner, Kaitlynn"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date.accessioned","label":"Dc Date Accessioned","values":["2023-02-14T13:30:38Z"]},{"key":"dc:date.available","label":"Dc Date Available","values":["2023-02-14T13:30:38Z"]},{"key":"dc:date.issued","label":"Date","values":["2022-12"]},{"key":"dc:type","label":"Dc Type","values":["Thesis"]},{"key":"thesis:degree_discipline","label":"Discipline","values":["Journalism and Mass Communication"]},{"key":"thesis:institution_name","label":"Thesis Institution Name","values":["Texas State University"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["authenticity","advertising","gen-Z","LGBTQ+"]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:language.iso","label":"Language (ISO)","values":["en"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier.uri","label":"Identifier URI","values":["https://hdl.handle.net/10877/16476"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description.abstract","label":"Abstract","values":["“Brand authenticity” is an interesting concept. 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