Exploring Persuasion Knowledge, Identity-Related Media Use, and Ad Skepticism of Black Immigrant and Refugee Adolescents

Ahn, Regina Jihea; Nelson, Michelle R.; Eales, Lauren; Da Silva Cherubini, Fernanda; Simenec, Tori S.; Ali, Anisa; Davis, Susan Lycett; Ferguson, Gail M.

doi:10.1080/10641734.2023.2271937

Journal of Current Issues & Research in Advertising

2023

DOI: 10.1080/10641734.2023.2271937

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Exploring Persuasion Knowledge, Identity-Related Media Use, and Ad Skepticism of Black Immigrant and Refugee Adolescents

Regina Jihea Ahn,

Michelle R. Nelson,

Lauren Eales

et al.

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2024

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Mega‐influencers and brand dynamics: Shaping attitudes toward leading and challenger brands through electronic word of mouth

Rialti,

Zollo,

Kim

et al. 2024

Psychology and Marketing

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The aim of this paper is to explore how mega‐influencers' electronic word of mouth (eWOM) messages on social media influence consumers' brand attitudes in duopolistic markets. Through three experimental studies, we observe that when mega‐influencers send positive (vs. negative) eWOM messages about a leading brand, followers form positive (vs. negative) brand attitudes, but these effects fail to occur when influencers back challenger brands. The findings are consistent across three duopolistic market rivals (Apple vs. Samsung; UPS vs. FedEx; Nike vs. Adidas), three social media platforms (Facebook, Instagram, and X), and four mega‐influencers (Marques Brownlee, Gary Vaynerchuk, Kanye West, and Kylie Jenner). Findings indicate that mega‐influencers have more persuasive power when recommending or criticizing leading brands rather than challenger brands, irrespective of their follower base. The findings contribute to the marketing literature by showing that in duopolistic market contexts, mega‐influencers' e‐WOM has varied effects on followers' brand attitudes, depending on brand status in the market.

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Mega‐influencers and brand dynamics: Shaping attitudes toward leading and challenger brands through electronic word of mouth

Rialti,

Zollo,

Kim

et al. 2024

Psychology and Marketing

View full text Add to dashboard Cite

show abstract

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Exploring Persuasion Knowledge, Identity-Related Media Use, and Ad Skepticism of Black Immigrant and Refugee Adolescents

Cited by 1 publication

References 68 publications

Mega‐influencers and brand dynamics: Shaping attitudes toward leading and challenger brands through electronic word of mouth

Mega‐influencers and brand dynamics: Shaping attitudes toward leading and challenger brands through electronic word of mouth

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