MSL examined the pay disparity between white and BIPOC influencers and identified specific barriers to success for diverse creators. 550 U.S. influencers were surveyed, along with interviews and research from MSL’s proprietary influencer marketing platform, Fluency, as well as a survey of a nationally representative sample of 1,000+ consumers. Key findings include: 1.) 73% of … Continue reading Is Pay Equity Needed in Influencer Work?
Dr. Franzisca Weder and colleagues analyzed how the relationship between public relations and journalism roles has changed in recent years. Qualitative interviews of 72 individuals were conducted in Austria, Germany, New Zealand, Australia, and the Pacific Islands October 2020 – March 2021. A third of respondents in each country except the Pacific Islands identified as … Continue reading Are Journalism and PR Merging Into one Industry?
This summary is provided by the IPR Digital Media Research Center Dr. Xiaofan Wei and colleagues examined influencers’ role in motivating online consumers to engage with brand-focused content which entails consuming, creating, or adding to branded content. The researchers analyzed how influencers align with brands and the relationship between influencers and their followers. A survey of … Continue reading Influencers As Endorsers and Followers As Consumers
This summary is provided by the IPR Digital Media Research Center Summary Increasingly, organizations are engaging social media influencers through paid endorsement. This study examined how awareness of paid endorsement and ability to recognize social media ads affects followers’ relationships with social media influencers. The study also examined how these factors impact respondents’ behavioral intentions, specifically … Continue reading Utilizing Influencers: How Disclosure of Paid Endorsement Impacts Behavior