Message Authenticity, Source Credibility and the Publicised Social Performance for Social Legitimacy: The Case of Barrick Gold, Tanzania

This research examines the impact of message authenticity and source credibility on the relationship between the publicity of social performance and the social legitimacy of a multinational mining company within its host communities. A cross-sectional survey methodology was utilized for data collection and analysis. A sample of 450 individuals from the host communities was obtained through a stratified simple random sampling method in Matongo ward, Tarime district, Mara region. A preliminary analysis of the data utilized descriptive statistics, succeeded by hierarchical regression analysis to assess the impact of publicity strategy and message authenticity on the persuasiveness of CSR communication regarding the social legitimacy of the Barrick North Mara Gold Mine (Barrick NMGM) within its host communities. The findings indicate that Barrick NMGM has limited social legitimacy in its host communities. While message authenticity has a slight moderating effect on the relationship between Barrick NMGM's reported social performance and its social legitimacy, source credibility shows no significant impact. The study concludes that host communities generally do not perceive the publicized social performance content as credible or authentic. The study recommends that public relations practitioners should acknowledge the moderating influences of message authenticity and source credibility on the effectiveness of publicity in CSR communication. Moreover, they should ensure the dissemination of accurate, authentic, and truthful information, not only in social performance communications but also concerning the actual impacts of sustainable social, economic, and environmental initiatives. In order to enhance persuasiveness and foster quality relationships with mine-host communities that are characterized by social legitimacy, the study recommends a validated methodological framework for CSR communication.