Companies are increasingly highlighting their support for diversity, but that can backfire if consumers sense tokenism, a recent analysis from my team found.
I’m an assistant professor of marketing who specializes in digital platforms and consumer behavior. My recent research focuses on DEI initiatives by brands on social media. I’m specifically interested in how brands use influencers and minority representation.
An influencer is someone who has built a large following on social media and can affect the opinions or behaviors of their audience. Influencer marketing is when brands partner with these people to promote their products or services to the influencers’ online followers.
