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Effects of Social Cognition on Influencer Advertising: From the Perspective of SCM and BIAS Map Glenna Read and Taeyeon Kim

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 […]

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