The Role of Authenticity and Creativity in Street Art Advertising

Abstract

This paper discusses the motivations of brands that use street art in their communication strategies and the consequences of this artistic approach on consumer attitudes. A conceptual model suggests three key antecedents of the street art advertising message: authenticity, perceived creativity (novelty, complexity, and esthetics), and incentives. The paper adopted a multiple-case study approach, analyzing five real advertising campaigns with varying levels of complexity and esthetics, and was evaluated by an overall sample of 175 respondents. The paired sample t-test revealed significant differences between the advertising campaigns. Findings corroborate that street art can contribute to a brand’s communication by enhancing positive attitudes toward the brand, eWOM, and purchase intention. Street art ads can enhance the brand experience by engaging consumers interactively and fostering an image of authenticity and involvement.