Abstract
Introduction LGBTQ+ marketing succeeds only through authentic representation and community engagement. This represents a significant shift in how brands approach diverse consumer communities. As society has grown more inclusive and LGBTQ+ identities have gained mainstream visibility, marketers increasingly recognise the importance of authentic, respectful engagement. This shift transcends simple advertising representation, requiring deep understanding of LGBTQ+ experiences, values and perspectives (Fish et al. 2022). LGBTQ+ consumers demonstrate strong engagement with brands aligning with their identities. Consumer innovativeness and personal identity significantly influence engagement and attitudes. This alignment between claimed identity and actual practice proves crucial for building lasting relationships with LGBTQ+ consumers, who often possess heightened awareness of tokenistic or inauthentic marketing efforts. When brands achieve authenticity, they build trust with LGBTQ+ communities while contributing to broader social acceptance and understanding (Coetzee, De Villiers & Chuchu 2023). Pirani and Daskalopoulou (2022) suggested further research examining how LGBTQ+ marketing influences human psychology and creates perceived failure patterns, and how these practices simultaneously provide and disrupt identity and meaning. Moulard, Raggio and Folse (2021) Orientation: This research contributes a novel methodological approach by examining LGBTQ+ marketing authenticity through the lens of a psychological theory. Research purpose: This research employs the entity-referent correspondence framework to evaluate alignment between marketing representations and community realities. Motivation for the study: Specialised communities such as LGBTQ+ consumers challenge conventional authenticity frameworks, requiring marketers to develop a more nuanced understanding of how these distinct groups perceive and evaluate brand genuineness through their unique cultural lenses.