The overall purpose of the study is to examine consumer reactions to and perceptions of messages in product endorsements on social media. Specifically, it aims to determine how college-aged consumers respond to endorsements on Instagram that contain implicit versus explicit messages. To examine consumer reactions and perceptions an electronic survey was sent out to possible participants at the College of Wooster and the results will be analyzed through a quantitative research analysis.

The results suggest that college-aged consumers are not responding differently to explicit and implicit messages from celebrity product endorsements. Additionally, the results found that the consumer’s perception of celebrity endorsements is an important factor in understanding perceptions of and reactions to social media ads.


Michelle Johnson


Communication Studies


Communication | Communication Technology and New Media | Social Media


celebrity, explicit message, implicit message, influencer, social media

Publication Date


Degree Granted

Bachelor of Arts

Document Type

Senior Independent Study Thesis



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