Social media influencers who match racial, ethnic identity of their audiences have a bigger—and unhealthy—impact
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PhysSocial media influencers who match racial, ethnic identity of their audiences have a bigger—and unhealthy—impactphys.orgFood marketers increasingly use people for paid promotions who share the racial and ethnic identities of their target audiences because such "identity congruence" is seen as persuasive. This strategy has migrated to social media, where it can reach millions of users daily, including youth who may be less likely to recognize it as advertising.
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