Marketing

Julia Fung

Authenticity on Demand: How Brands Perform “Realness” Online

A close-up portrait of a light-skinned person with short, dark brown hair and a friendly smile. They are wearing a dark blue, ribbed, high-neck sleeveless top, silver crescent moon earrings, and a matching necklace with a small pearl. The background is softly blurred with muted brown and grey tones.

Julia Fung is a fourth-year Professional Communication student at Toronto Metropolitan University. Her research explores digital branding, authenticity, and how audiences interpret and respond to content online.

Her passion for branding and storytelling is reflected in her experience as a Corporate Communications Assistant at Jebsen Group, where she supported both internal and external communications and contributed to shaping brand voice. Alongside her academic and professional work, Julia is actively involved in Toronto’s music scene, planning and producing live music showcases that connect emerging artists and audiences.

Her work bridges digital and physical experiences, with a focus on creating meaningful and authentic connections.

This project explores how brands perform authenticity online and how audiences interpret it. Through an analysis of language learning platforms on social media, it identifies key authenticity signals, highlights industry nuances, and shows how different strategies shape trust, skepticism, and engagement.

Lightning Talk

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