Semester of Graduation
Spring 2026
Degree Type
Dissertation
Degree Name
Marketing
Department
Department of Marketing and Professional Sales
Committee Chair/First Advisor
Dr. Hyunju Shin
Second Advisor
Dr. Patrick Fennell
Third Advisor
Dr. Jacqueline Eastman
Abstract
Social media influencers have become essential for brands due to their positive impact on consumer behavior. However, research has not meaningfully considered how the race of the influencer affects consumer behavior during negative experiences. This study explores the role of race in influencer transgressions, focusing on consumer responses to transgressions committed by Black influencers compared to those committed by White influencers. Drawing on attribution theory and the aversive racism framework, judgment of responsibility is used as the mechanism through which the race of the influencer affects consumer disengagement and negative word-of-mouth (NWOM) intention following a transgression. Additionally, this study tests whether the controllability of cause and influencer type based on follower size moderates the effect of the influencer’s race on consumer disengagement and NWOM. Two experimental studies were conducted with a total sample size of N = 504, while controlling for perceived similarity, transgression severity, participant age, ethnicity, and geographic location. Data were collected using a Qualtrics online survey with participants recruited from Prolific. While support for the hypothesized relationships was not found, findings address an important gap in the literature by treating race as a key variable in a marketing study rather than merely a demographic or control variable. This study advances the brand transgression and social media influencer literature streams and provides insights for marketing managers working with influencers of different races.