Influencers and the Shaping of Markets: Actors, Processes, and Sociotechnical Configurations

This special session looks at the perpetually evolving market system around influencers as well as disruptions and changes in this market. Using data from consumers, practitioners, platforms, and mass media, the papers in this session show that influencer work, while shaping consumers, is a multi-actor market system in flux.


Zeynep Arsel, Carole Zanette, Sarah Herchet, Carolina da Rocha, Daiane Scaraboto, Ghalia Shamayleh, Gillian Brooks, Jenna Drenten, Eileen Fischer, and Gulay Taltekin-Guzel (2021) ,"Influencers and the Shaping of Markets: Actors, Processes, and Sociotechnical Configurations", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 647-653.


Zeynep Arsel, Concordia University
Carole Zanette, NEOMA Business School
Sarah Herchet, Concordia Universiy
Carolina da Rocha, ALDO Group
Daiane Scaraboto, The University of Melbourne
Ghalia Shamayleh, Concordia University
Gillian Brooks, King's Business School
Jenna Drenten, Loyola University Chicago
Eileen Fischer, York University
Gulay Taltekin-Guzel, York University


NA - Advances in Consumer Research Volume 49 | 2021

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Featured papers

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Consumers’ Implicit Mindsets and Responses to Cause-related Marketing Campaigns

Meng-Hua Hsieh, Kent State University, USA
Ozge Yucel-Aybat, Pennsylvania State University Harrisburg

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Stigma at Every Turn: Exploring Bi+ Consumer Experiences

Abigail Jean Nappier Cherup, University of Nebraska-Lincoln
Andre F. Maciel, University of Nebraska-Lincoln

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K6. Persuading the Moral Consumer: Matching Messages to Attitude Basis

Aviva Philipp-Muller, Ohio State University, USA
Andrew Luttrell, Ball State University
Richard Petty, Ohio State University, USA

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