How Racial Minority Representation in Brand Communication Affects Social Media Engagement

Abstract Consumers increasingly appreciate racial diversity in brand communication, though the ultimate impact of racial minority representation remains ambiguous. Previous research typically finds a positive effect among racial minority target groups, but it generally ignores or offers conflicting effects for (larger) nonminority groups. We aim to address this gap by establishing the overall effect of racial minority models on social media engagement. Our multimethod approach combines large-sca