Negative Outcomes from Multiple Influencer Exposures Fade Over Time

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Summary

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.

Authors’ bios:

Nathaniel J. Evans (nevans4@uga.edu) is an associate professor of advertising at University of Georgia’s department of advertising and public relations. His research focuses on native advertising, influencer advertising and vaccine communication. Evans serves on the editorial review boards for the International Journal of Advertising and the Journal of Interactive Advertising, and is an associate editor at the Journal of Advertising.

Delia Cristina Balaban (balaban@fspac.ro) is a communication science professor at the department for communication, public relations and advertising, Faculty for Political, Administrative, and Communication Sciences, at Babeș-Bolyai University, Cluj-Napoca, Romania. Her research focuses on advertising, especially embedded advertising, social media influencers, influencer marketing and political communication on social media.

Brigitte Naderer (brigitte.naderer@ifkw.lmu.de) is a postdoctoral student at the department of media and communication, Ludwig-Maximilian University, Munich, Germany. Her main research interests are persuasive communication, media literacy and advertising’s effects on children.

Meda Mucundorfeanu (mucundorfeanu@fspac.ro) is a lecturer in communication science at Babeș-Bolyai University’s department of communication, public relations, and advertising, Faculty for Political, Administrative, and Communication Sciences. Her research specialties include media effects, advertising, branding, social media and online political communication.