Deserting the innocent: the paradoxical effects of youthfulness in influencer apologies

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dc.contributor.authorSimpson, Braden R.
dc.contributor.authorUniversity of Lethbridge. Dhillon School of Business
dc.contributor.supervisorDrollinger, Tanya
dc.contributor.supervisorKatherine, Lafreniere
dc.date.accessioned2022-05-13T21:18:54Z
dc.date.available2022-05-13T21:18:54Z
dc.date.issued2022
dc.degree.levelMastersen_US
dc.description.abstractPrior research on crisis communications predicts that apologies from youthful (vs. older) influencers generate more social support because younger influencers are perceived as more honest and innocent and therefore deserving of support. Ironically, I found that the inherent innocence of young influencers can have seemingly undesirable consequences because it reduces the amount of support extended to them in times of crisis. Specifically, youthful (vs. older) influencers on YouTube received less social support (i.e., fewer like votes) for their apology videos. Further, this negative relationship was magnified when the influencer was perceived as less responsible for the transgression. I account for these contradictory results using the helping paradox. By exploring youthfulness in influencer apologies, I provide a more nuanced understanding of the value of like votes on social media. Thus, fewer like votes can be good or bad depending on the circumstance.en_US
dc.identifier.urihttps://hdl.handle.net/10133/6177
dc.language.isoen_CAen_US
dc.proquest.subject0338en_US
dc.proquestyesYesen_US
dc.publisherLethbridge, Alta. : University of Lethbridge, Dhillon School of Business
dc.publisher.facultyDhillon School of Businessen_US
dc.relation.ispartofseriesThesis (University of Lethbridge. Dhillon School of Business)
dc.subjectMarketingen_US
dc.subjectPublic relationsen_US
dc.subjectInfluenceren_US
dc.subjectApologyen_US
dc.subjectYouthfulnessen_US
dc.subjectLike votes
dc.subjectYouTube
dc.subjectHelping paradox
dc.subject.lcshInternet personalities
dc.subject.lcshApologizing--Social aspects
dc.subject.lcshSocial media--Use studies
dc.subject.lcshYouTube (Electronic resource)
dc.subject.lcshDissertations, Academic
dc.titleDeserting the innocent: the paradoxical effects of youthfulness in influencer apologiesen_US
dc.typeThesisen_US
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