Document Type
Conference Proceeding
Publication Date
Spring 2-6-2024
Abstract
This study examines the impact of celebrity and social media influencer endorsements on the dietary choices of African Americans, a group disproportionately affected by obesity and diabetes. It focuses on the role of limited access to healthy foods in impoverished communities and cultural influences. Using the source credibility model, the research assesses endorsements based on the endorser's attractiveness, expertise, and trustworthiness. The methodology involves a two-step approach: conducting semi-structured interviews with African American students to understand perceptions of food-related celebrity endorsements, followed by an experimental design using eye-tracking and galvanic skin response (GSR) technology. This design will evaluate reactions to endorsements, considering endorser type (traditional celebrity vs. social media influencer), ethnicity, and food healthiness. The study hypothesizes that endorsements influence attitudes towards products, perceptions of food healthiness, and trustworthiness, varying by endorser type and ethnicity. Insights from this research aim to inform marketing strategies and public health initiatives, targeting improved dietary habits and reduction of obesity and diabetes rates in African American and vulnerable communities.
Recommended Citation
Cake, D. A. & Kim, W. (2024). Health disparities: the influence of black celebrity endorsers and social media influencers on consumption habits among African American consumers. (2024). The 2024 Association of Marketing Theory and Practice Proceedings, 29. https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2024/29
Included in
Advertising and Promotion Management Commons, African American Studies Commons, Food Studies Commons, Marketing Commons, Public Health Commons
