Graduate Theses and Dissertations (2019 - present)
Date of Award
12-2025
Document Type
Dissertation
Degree Name
Ph.D.
Department
Business Administration
Committee Chair
Joseph F. Hair, Ph.D.
Abstract
The rise of social media has transformed how consumers form attitudes toward brands, shifting influence from traditional advertising to social media influencers (SMIs). Among these, body-positive influencers (BPIs) have emerged as value-driven communicators who advocate for inclusivity while also endorsing products. This research investigates the impact of attitudes toward body positivity on consumer perceptions of BPIs and the brands they endorse. Drawing on social comparison theory (SCT), this research explores how similarity alignment and congruence shape persuasion outcomes. Using an experimental between-subjects design, two scenarios with a body-positive influencer and manipulated brand positioning (inclusive vs. non-inclusive) to test the relationships among attitudes toward body positivity, attitudes toward the influencer, attitudes toward the brand, and congruence. Partial least squares structural equation modeling (PLS-SEM) and multigroup analysis (MGA) revealed that attitudes toward body positivity significantly predicted attitudes toward the influencer. Incongruent pairings weakened the effects of influencer benefit transfer to the brand, emphasizing that congruence drives persuasive impact.
Recommended Citation
Makarczyk, Hannah J., "Social Media Influencer Marketing: Exploring the Impact of a Body-positive Influencer on a Brand" (2025). Graduate Theses and Dissertations (2019 - present). 243.
https://jagworks.southalabama.edu/theses_diss/243
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Advertising and Promotion Management Commons, Business Analytics Commons, Business Intelligence Commons, Marketing Commons, Technology and Innovation Commons