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Social Media & Social Influencers

Negative Outcomes from Multiple Influencer Exposures Fade Over Time

Negative Outcomes from Multiple Influencer Exposures Fade Over Time

  • JOURNAL OF ADVERTISING RESEARCH

A single persuasive message by a social media influencer can positively drive consumer behaviors and attitudes, but what are the potential effects from multiple exposures over time? With an eye on consumer skepticism in today's dynamic media environments, this article explores both short-term and long-term effects in this area. Hint: Time heals.

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Meet the New JAR Editor

  • Posted: September 7, 2022

Dr. Colin Campbell, Associate Professor of Marketing at the University of San Diego’s Knauss School of Business, has succeeded Dr. John Ford as Editor-in-Chief of the Journal of Advertising Research, as of September 1st. 

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