Effects of Social Cognition on Influencer Advertising: From the Perspective of SCM and BIAS Map
Effects of Social Cognition on Influencer Advertising: From the Perspective of SCM and BIAS Map
Abstract : This research examined how visual presentation of social media influencers affects consumers’ social cognition and the effectiveness of influencer advertising. Using the theoretical frameworks of the Stereotype Content Model (SCM) and the Behaviors from Interpersonal Affect and Stereotypes (BIAS) Map, Study 1 demonstrated that influencers with bigger smiles were perceived as warm and competent and were evaluated more positively than less smiling influencers. Study 2 revealed that warmth and competence judgments led to admiration toward the smiling influencers, which in turn resulted in positive attitudinal and behavioral responses to their advertising posts. By investigating the mediating effects of judgments and emotional responses toward influencers, this study reveals social cognitive mechanisms underlying consumers’ processing of influencer advertising.
Related Research
-
Harmonization of Policies, Digital Infrastructure, and the South Korean Media Industry in the Age of Artificial IntelligenceBenjamin Han received a $10,000 grant for his project “Harmonization of Policies, Digital Infrastructure, and the South Korean Media Industry in the Age of Artificial Intelligence” from the Carsey-Wolf Center (CWC) […]
-
Thinking Out Loud about Telenovelas/ Pensando en voz alta sobre las telenovelasCarolina Acosta-Alzuru (2025, May) was an invited participant on “Thinking Out Loud about Telenovelas/ Pensando en voz alta sobre las telenovelas,” Scholars Convening: Telenovela. Americas Society/Council of the Americas. New York, NY. The […]