Influencer Activism: Insights for Effective Partnership With Brands and Organizations DOI Creative Commons
Mario D’Arco, Generoso Branca, Vittoria Marino

и другие.

Psychology and Marketing, Год журнала: 2024, Номер unknown

Опубликована: Ноя. 29, 2024

ABSTRACT Influencers can effectively promote products and brands but are also leading personalities who might inspire others to support polarizing and/or prosocial issues (e.g., against gender‐based violence, social inequality, racism). This research analyses the impact of influencer activism on perceived authenticity behaviors, focusing collaborations with nonprofit organizations. Drawing influence theory signaling theory, two key factors examined: influencer‐partner congruity, influencer‐sociopolitical issue alignment. The consists a preliminary study, four experimental studies behavioral intentions, proxies actual behavior, content analysis Instagram comments. results suggest that congruity alignment significantly enhance authenticity, which positively impacts attitudes toward increases intention engage in behaviors. article offers further insight into individual engagement such as seeking information an issue, subscribing newsletters, signing petitions. underscores importance selecting congruent influencers, whose values advocacy efforts consistent brand's or organization's characteristics, aligned relevant issues, foster genuine drive behaviors through effective partnerships.

Язык: Английский

Influencer Activism: Insights for Effective Partnership With Brands and Organizations DOI Creative Commons
Mario D’Arco, Generoso Branca, Vittoria Marino

и другие.

Psychology and Marketing, Год журнала: 2024, Номер unknown

Опубликована: Ноя. 29, 2024

ABSTRACT Influencers can effectively promote products and brands but are also leading personalities who might inspire others to support polarizing and/or prosocial issues (e.g., against gender‐based violence, social inequality, racism). This research analyses the impact of influencer activism on perceived authenticity behaviors, focusing collaborations with nonprofit organizations. Drawing influence theory signaling theory, two key factors examined: influencer‐partner congruity, influencer‐sociopolitical issue alignment. The consists a preliminary study, four experimental studies behavioral intentions, proxies actual behavior, content analysis Instagram comments. results suggest that congruity alignment significantly enhance authenticity, which positively impacts attitudes toward increases intention engage in behaviors. article offers further insight into individual engagement such as seeking information an issue, subscribing newsletters, signing petitions. underscores importance selecting congruent influencers, whose values advocacy efforts consistent brand's or organization's characteristics, aligned relevant issues, foster genuine drive behaviors through effective partnerships.

Язык: Английский

Процитировано

0