Marketing: Research Area — Prolific Citations Library

Discover 14 peer-reviewed studies in Marketing (2019–2025). Explore research findings powered by Prolific's diverse participant panel.

This page lists 14 peer-reviewed papers in the research area of Marketing in the Prolific Citations Library, a curated collection of research powered by high-quality human data from Prolific.

Papers (14 of 14)

The more followers the better? The impact of food influencers on consumer behaviour in the social media context

Authors: A Misra, TD Dinh, SY Ewe

Year: 2025

Published in: British Food Journal, 2024 - emerald.com

Institution: Monash University

Research Area: Consumer Behavior, Social Media Marketing

Discipline: Marketing

The study found that the number of followers and content type of food influencers significantly shape consumer behavior in the social media context, highlighting their role in effective marketing strategies for the food industry.

Methods: Quantitative analysis examining the relationship between influencers' follower counts, content type, and consumer reactions using social media data.

Key Findings: Influencer follower count, type of content communicated by influencers, consumer behavior influenced by these variables.

DOI: https://doi.org/10.1108/BFJ-01-2024-0096

Citations: 30
Consumer engagement with brands' COVID-19 messaging on social media: the role of perceived brand-social issue fit and brand opportunism

Authors: J Mundel, J Yang

Year: 2025

Published in: Journal of Interactive Advertising, 2021 - Taylor & Francis

Institution: Arizona State University, Loyola University

Research Area: Consumer Behavior, Social Media Marketing, COVID-19 Studies

Discipline: Marketing, Social Sciences

Brands with strong perceived fit between their products and COVID-19 messaging showed higher consumer engagement and positive attitudes, while those with lower perceived fit faced negative evaluations due to perceptions of opportunism.

Methods: Analyzed consumer responses to Instagram ads using perceived brand-social issue fit as a determinant of ad evaluations, brand attitudes, and engagement intentions.

Key Findings: Consumer responses, ad evaluations, brand attitudes, engagement intentions, and perceived brand opportunism based on fit between product type and COVID-19 messaging.

DOI: https://www.tandfonline.com/doi/abs/10.1080/15252019.2021.1958274#

Citations: 29
Engaging with (vs. avoiding) personalized advertising on social media

Authors: SMC Loureiro, L Hollebeek, RA Rather

Year: 2025

Published in: Journal of Marketing ..., 2025 - Taylor & Francis

Institution: Universitário de Lisboa

Research Area: Marketing Communications, Social Media, Behavioral Science

Discipline: Marketing, Behavioral Science

Personalized advertising on social media enhances brand engagement and alleviates privacy concerns, with privacy concerns having no significant effect on consumer-brand engagement.

Methods: Grounded in social exchange theory, the study utilized a quantitative survey to assess relationships between personalized advertising, information control, privacy concerns, advertising avoidance, and brand engagement.

Key Findings: The interplay between personalized advertising, consumer brand engagement, privacy concerns, information control, and advertising avoidance.

Citations: 17

Sample Size: 429
The effect of popularity cues and peer endorsements on assertive social media ads

Authors: A Agarwal, SY Lee

Year: 2025

Published in: Information Systems ..., 2025 - pubsonline.informs.org

Institution: University of Texas

Research Area: Information Systems, Behavioral Economics, Social Media Marketing, Advertising

Discipline: Information Systems Research, Marketing, Behavioral Science

This academic article explores a specific topic within the field of Information Systems Research.

Citations: 14
Authentic Warmth in These Uncertain Times": The Impact of Authenticity in COVID-19 Advertising on Brand Warmth and Consumer Responses

Authors: J Yang, M Jiang, T Kim

Year: 2025

Published in: Journal of Promotion Management, 2023 - Taylor & Francis

Institution: Jing Yang is affiliated with Shanghai University of Finance and Economics, Mengtian Jiang is affiliated with the University of Kentucky, and Taewan Kim is affiliated with Bowling Green State University. Shanghai University of Finance and Economics, University of Kentucky, Bowling Green State University

Research Area: Marketing, Consumer Behavior, Advertising, Brand Management

Discipline: Marketing

Authentic COVID-19 advertisements were found to enhance consumers' perceptions of brand warmth, which consequently improved brand attitudes and engagement intentions through positively valenced emotional responses.

Methods: An online survey was used to gather consumer evaluations of COVID-19 video advertisements published between March and August 2020, with serial mediation analysis applied to understand emotional and perceptional mechanisms.

Key Findings: The relationship between perceived message authenticity in COVID-19 ads, brand warmth, emotional responses, brand attitudes, and engagement intentions.

DOI: https://www.tandfonline.com/doi/abs/10.1080/10496491.2022.2143988#

Citations: 9
Going viral: Sharing of misinformation by social media influencers

Authors: R Mulcahy, R Barnes

Year: 2025

Published in: Australasian ..., 2025 - journals.sagepub.com

Institution: University of the Sunshine Coast

Research Area: Social Media, Misinformation, Influencer Marketing

Discipline: Social Science

The paper investigates how misinformation shared by social media influencers garners virality and impacts perceived deception, parasocial interactions, and sharing intent, highlighting the role of appraisals and user comments.

Methods: Three online experimental studies grounded in social influence theory and cognitive appraisal theory (CAT), analyzing user behavior in response to influencer posts with varying levels of virality and comment types.

Key Findings: Virality of posts, perceived deception, parasocial interaction, sharing intent, and effects of user comments (critical vs. supportive).

Citations: 9
Made with AI: Consumer Engagement with Social Media Containing AI Disclosures

Authors: S Carney, I Riveros, S Tully

Year: 2025

Published in: Available at SSRN 4988760, 2025 - papers.ssrn.com

Institution: University of Southern California

Research Area: Consumer Engagement with AI Disclosures, Social Media Marketing, Social Psychology

Discipline: Social Science

AI-generated content disclosures on social media reduce consumer engagement primarily due to a decrease in parasocial connections, as users perceive creators to exert less effort; signaling greater effort can mitigate this effect.

Methods: Analysis of TikTok engagement data following AIGC disclosure implementation, supplemented by six preregistered experiments.

Key Findings: Impact of AIGC disclosures on consumer engagement and the mediating role of parasocial connections.

Citations: 6
Useful or Creepy? The Effect of Exchanged Benefits and Information Collection in Social Media Advertisements

Authors: S Kwon, NL Kim

Year: 2025

Published in: International Textile and Apparel ..., 2025 - iastatedigitalpress.com

Institution: University of Minnesota

Research Area: Social Media Advertising, Consumer Perception, Information Collection Ethics in Marketing, Social Science.

Discipline: Social Science, Marketing

Consumers are more willing to disclose personal information in social media advertising when they perceive exchanged benefits, such as monetary rewards and personalized recommendations, outweigh the risks; the method of information collection (overt vs. covert) does not significantly affect this decision.

Methods: An online survey was conducted among U.S. Instagram users to assess attitudes toward benefit-risk trade-offs in personal data disclosure for advertising purposes.

Key Findings: Willingness to disclose personal information, click-through intentions, and purchase intentions based on perceived benefits and risks in social media advertisements.

DOI: https://doi.org/10.31274/itaa.18830

Citations: 1

Sample Size: 199
Do you create your content yourself? Using generative artificial intelligence for social media content creation diminishes perceived brand authenticity

Authors: JD Brüns, M Meißner

Year: 2024

Published in: Journal of Retailing and Consumer Services, 2024 - Elsevier

Institution: Copenhagen Business School, University of Southern Denmark

Research Area: Generative AI in Social Media Marketing, Brand Authenticity, Consumer Services

Discipline: Marketing

Using generative artificial intelligence (GenAI) for social media content creation diminishes perceived brand authenticity, leading to negative follower reactions unless GenAI is used to assist humans rather than replace them.

Methods: Three experimental studies investigating consumer perceptions and reactions toward brand disclosure of GenAI usage in content creation.

Key Findings: Followers' attitudinal and behavioral reactions, mediated by perceptions of brand authenticity.

DOI: https://doi.org/10.1016/j.jretconser.2024.103790

Citations: 235
Personalization-privacy paradox in social media ads: Role of consumer-brand relationships

Authors: G Lee, JY Huh, HY Kim

Year: 2024

Published in: International Textile and Apparel ..., 2024 - iastatedigitalpress.com

Institution: University of Minnesota, Texas Tech University

Research Area: Marketing, Consumer Behavior

Discipline: Textile, Apparel Studies, Marketing, Social Science

DOI: https://doi.org/10.31274/itaa.17436

Citations: 2
Social media advertising: How online motivations and congruency influence perceptions of trust

Authors: JR Carlson, S Hanson, J Pancras

Year: 2022

Published in: Journal of Consumer ..., 2022 - Wiley Online Library

Research Area: Consumer Psychology, Marketing, Social Media Advertising

Discipline: Marketing

DOI: https://doi.org/10.1002/cb.1989

Citations: 53
Consumer response to online behavioral advertising in a social media context: The role of perceived ad complicity

Authors: T Ghanbarpour, E Sahabeh

Year: 2022

Published in: Psychology & ..., 2022 - Wiley Online Library

Research Area: Online Behavioral Advertising, Social Media Marketing, Consumer Behavior in Digital Environments

Discipline: Marketing, Consumer Behavior, Social Media Studies

DOI: https://doi.org/10.1002/mar.21703

Citations: 31
Are we all in this together?": Brand opportunism in covid-19 cause related marketing and the moderating role of consumer skepticism

Authors: J Yang, J Mundel

Year: 2021

Published in: Journal of Promotion Management, 2021 - Taylor & Francis

Institution: Michigan State University

Research Area: Cause-related Marketing, Consumer Skepticism, Consumer Attitude

Discipline: Marketing

DOI: https://doi.org/10.1080/10496491.2021.1888181

Citations: 37
Mechanical Turk in consumer research: Perceptions and usage in marketing academia

Authors: SA Wright, JK Goodman

Year: 2019

Published in: Handbook of research methods in ..., 2019 - taylorfrancis.com

Institution: University of Central Florida, University of Richmond

Research Area: Consumer Research, Crowdsourcing, Marketing Academia

Discipline: Marketing, Consumer Behavior

Citations: 22