Sabbatical Presentation by Lingling Zhang, Department of Mass Communication, College of Fine Arts and Communication

Published by on April 9, 2025 12:00 am Comments Off on Sabbatical Presentation by Lingling Zhang, Department of Mass Communication, College of Fine Arts and Communication in General

Dr. Lingling Zhang, Professor in the Department of Mass Communication, presents her sabbatical talk entitled When Narratives Backfire:  Sponsorship disclosure and consumer trust in influencers’ posts on hotel sustainability on Friday, April 25 at 3:00pm via Zoom.

While social media influencers are increasingly promoting sustainable hotels on platforms like Instagram, scholarly research on the effectiveness of influencer-led sustainability communication is still limited. My sabbatical project investigates how influencer’s narrative posts featuring hotels with sustainability practices affect consumers’ likelihood of engaging with the content and their intention to book the hotel through the theoretical lens of narrative processing and the Persuasion Knowledge Model. 

This presentation will be offered as part of COFAC Colloquium 71 via Zoom. Click here for Zoom link.

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This post was written by Malkus, Laura K.