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Full-Text Articles in Medicine and Health Sciences
Health Disparities: The Influence Of Black Celebrity Endorsers And Social Media Influencers On Consumption Habits Among African American Consumers, Dale A. Cake, Wooyang Kim
Health Disparities: The Influence Of Black Celebrity Endorsers And Social Media Influencers On Consumption Habits Among African American Consumers, Dale A. Cake, Wooyang Kim
Association of Marketing Theory and Practice Proceedings 2024
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 …
Less Talking, More Empathy: How To Use Emojis To Help People Feel Good, Farhana Nusrat, Yanliu Huang
Less Talking, More Empathy: How To Use Emojis To Help People Feel Good, Farhana Nusrat, Yanliu Huang
Association of Marketing Theory and Practice Proceedings 2021
Text therapy is an affordable and convenient form of counselling that allows clients to text with a Therapist. It is quite common for therapists to use emojis while talking to their clients via texts. In this study, we examine how use of emojis in the context of text therapy impacts clients’ overall counselling experience. In two studies, we show that using emojis with concise messages (vs. long messages) lead to greater clients’ overall satisfaction, higher willingness to pay, and increased positive word of mouth.