2026-09-18T20:18:00Z https://www.ideals.illinois.edu/oai-pmh

oai:www.ideals.illinois.edu:2142/124423 2024-09-16 col_2142_5131 col_2142_49999 com_2142_5130 com_2142_49998 com_2142_16323

Chambers, Jason P Nelson, Michelle R Ham, Chang-Dae 2024-05 application/pdf en text Submission original under an indefinite embargo labeled 'Open Access'. The submission was exported from vireo on 2024-09-16 without embargo terms The student, Paris Baptiste, accepted the attached license on 2024-04-26 at 21:21. The student, Paris Baptiste, submitted this Thesis for approval on 2024-04-26 at 21:31. This Thesis was approved for publication on 2024-05-01 at 16:04. DSpace SAF Submission Ingestion Package generated from Vireo submission #20675 on 2024-09-16 at 00:37:17 The impact of multiracial identity on behavior influences during influencer interactions Baptiste, Paris Marcella Tracie 2024-05-01 Advertising Multiracial Consumers Social Identity Theory Influencers Social Media Multicultural Advertising 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. Text eng https://hdl.handle.net/2142/124423 Copyright 2024 Paris Baptiste M.S. Thesis Advertising University of Illinois at Urbana-Champaign Advertising