Effects of Perceived Fit and Authenticity in Transgender Influencer Endorsement: An Analysis of the Bud Light and Dylan Mulvaney’s Partnership
Author:
Affiliation:
1. School of Journalism and Communication, University of Oregon, Eugene, OR, USA
2. Stan Richards School of Advertising & Public Relations, Moody College of Communication, The University of Texas at Austin, Austin, TX, USA
Publisher
Informa UK Limited
Link
https://www.tandfonline.com/doi/pdf/10.1080/1553118X.2024.2394474
Reference125 articles.
1. Abad D. (2023). DeSantis comments on controversial Bud Light partnership. WFLA https://www.wfla.com/news/florida/desantis-comments-on-controversial-bud-light-partnership/
2. Influencer fit post vs celebrity fit post: which one engages Instagram users more?
3. Authentic isn't always best: When inauthentic social media influencers induce positive consumer purchase intention through inspiration
4. Authenticity under threat: When social media influencers need to go beyond self-presentation
5. The Impact of Physically Attractive Models on Advertising Evaluations
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