AMTP Proceedings 2026

Document Type

Conference Proceeding

Publication Date

Spring 2026

Abstract

The purpose of this project was to understand public perceptions of brands using influencers. The brands Dunkin’ and Tarte Cosmetics served as case studies for this study. A mixed-methods approach was undertaken. Specifically, social media listening in the form of a content analysis was conducted. That was then followed by an online survey of students from a medium-sized university in the northeast. A number of factors were measured related to participants’ stated brand and influencer effectiveness on social media in general, as well as specific to Dunkin’ and Tarte. Additionally, participant demographic factors were measured in accordance with their stated attitudes, values, and beliefs. Not only does this study fill a research gap on influencer marketing and the Dunkin’ and Tarte brands, it also serves a practical function, as the findings can be presented to brands and influencers alike as critical insight regarding public perceptions.

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