First Advisor

Lauren Frank

Date of Award

Spring 6-2025

Document Type

Thesis

Degree Name

Bachelor of Science (B.S.) in Communication and University Honors

Department

Communication

Language

English

Subjects

influencer marketing, health misinformation, commercialization, social media influencers, parasocial relationships

DOI

10.15760/honors.1690

Abstract

This study explores how exposure to sponsored health and fitness content on social media influences users' perceptions of influencer motivation and belief in health-related misinformation. Drawing on parasocial interaction (PSR), attribution theory, and influencer marketing research, this study investigates two hypotheses: that frequent exposure to branded content is positively associated with (1) perceptions of influencers as commercially motivated and (2) belief in pseudoscientific health myths. A cross-sectional online survey (N = 104) was conducted using convenience sampling of adult social media users. Results partially supported the first hypothesis: exposure frequency was positively correlated with recognition of persuasive intent, but not with deeper conceptual understanding of influencer marketing. The second hypothesis was not supported. Exploratory analyses revealed that perceived trustworthiness--but not expertise--was positively correlated with belief in detox and fasting myths, suggesting that emotional connection may outweigh rational evaluation in influencer contexts. Confidence in recognizing sponsored content was associated with greater persuasion knowledge but did not predict resistance to misinformation. These findings highlight the complexity of influencer-audience dynamics and suggest that while exposure fosters awareness of persuasive intent, trust and emotional resonance remain potent drivers of misinformation acceptance. Future health communication efforts must address not only recognition of sponsored content, but also the identity-based and aesthetic appeals that make misinformation compelling.

Rights

In Copyright. URI: http://rightsstatements.org/vocab/InC/1.0/ This Item is protected by copyright and/or related rights. You are free to use this Item in any way that is permitted by the copyright and related rights legislation that applies to your use. For other uses you need to obtain permission from the rights-holder(s).

Persistent Identifier

https://archives.pdx.edu/ds/psu/43795

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