Abstract: With the initiative of enterprises to guide and support consumers to create advertisements for their products or brands, consumer-generated advertising has become more and more popular, which causes the audience to question the authenticity of consumer-generated advertising. On the basis of the existing research on the consumer-generated advertising and advertising authenticity, this paper defines the concept and dimensions of authenticity of consumer-generated advertising and develops the measurement scale. The scale contains three dimensions which are creator authenticity, product/brand authenticity and form authenticity. The reliability and validity of the scale are tested by collecting data from experiments, and results show that the measurement scale of the authenticity of consumer-generated advertising has a good reliability and validity. The results provide the measurement basis for broadening and deepening the research of the related issue on the consumer-generated content and advertising authenticity, and provide solutions for marketers to guide consumers to join marketing communication process.

Key words: consumer-generated advertising, advertising authenticity, structural dimensions, measurement scale