The impact of multiracial identity on behavior influences during influencer interactions

Baptiste, Paris Marcella Tracie

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https://hdl.handle.net/2142/124423 Copy

Description

Title

The impact of multiracial identity on behavior influences during influencer interactions

Author(s)

Baptiste, Paris Marcella Tracie

Issue Date

2024-05-01

Director of Research (if dissertation) or Advisor (if thesis)

Chambers, Jason P

Committee Member(s)

• Nelson, Michelle R
• Ham, Chang-Dae

Department of Study

Advertising

Discipline

Advertising

Degree Granting Institution

University of Illinois at Urbana-Champaign

Degree Name

M.S.

Degree Level

Thesis

Keyword(s)

• advertising
• multiracial consumers
• Social Identity Theory
• influencers
• social media
• multicultural advertising

Abstract

As the multiracial population continues to grow in the United States, advertisers continue to ignore, misrepresent, or commodify this population in media representations. Due to the recency of this group being recognized as a distinct segment of the population, there is little knowledge of the unique values, experiences, or needs shared by multiracial consumers. One specific subgroup, multiracial consumers of Black-white parentage, is particularly interesting in this context due to the unique history between these two racial groups in the United States. Beyond this population’s unique experiences, there is little widespread understanding of this group's consumer habits. The purpose of this study is to gain insight into the unique experiences of the Black-white multiracial population, to understand how these experiences shape their identity, and how their identity shapes consumer behavior, values, and habits in the context of influencer marketing. Using Social Identity Theory to develop research questions, this exploratory qualitative study used semi-structured interviews. Six Black-white multiracial participants were interviewed, and the resulting interview data was coded using thematic analysis. Three themes emerged during the coding process: Identity Development, Navigating Bicultural Discomfort, and Marketing Advice. These themes were then discussed in detail and used to answer the initial research questions, highlighting the pivotal role that influencers and media representations play in the development and navigation of Black-white multicultural identity. Finally, theoretical and practical implications are discussed.

Graduation Semester

2024-05

Type of Resource

Thesis

Copyright and License Information

Copyright 2024 Paris Baptiste

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