Front and Center: When Influencer Allyship Messages Empower the Disadvantaged

Edith Shalev, Sarit Moldovan and Aronté M. Bennett

Journal of the Association for Consumer Research, 2024, vol. 9, issue 4, 390 - 402

Abstract: Social media influencers from advantaged groups often assume allyship roles and use their stage to support disadvantaged groups fighting against discrimination. However, influencer allyship messages on social media are not always effective and it is unclear what determines reactions of disadvantaged group members toward them. This research examines how the composition of influencer allyship messages—specifically whether the message centers the influencer or the disadvantaged group—affects reactions to it. Across seven studies, we find that influencer allyship messages that center the disadvantaged group are more empowering and, consequently, elicit greater engagement from members of the disadvantaged group. This centering effect manifests only among disadvantaged group members and depends on their empowerment needs and on the empowerment potential of the influencer. Accordingly, the effect is more pronounced for influencers with a large followership, as well as among disadvantaged recipients who believe that their group is bestowed with lower status.

Date: 2024
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