ArticleApplied psychology = Psychologie appliquee2022
Do masks matter? Consumer perceptions of social media influencers who wear face masks amid the COVID-19 pandemic.
Article in Applied psychology = Psychologie appliquee, 2022. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 9 papers.
What it found
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The abstract states no effect estimate the extractor could read, or names no intervention and outcome on the map, so this paper lights no cell and moves no belief. It is still indexed, cited and linked below.
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Trials whose registry record cites this paper, or whose number appears in the abstract. A trial that started after this paper was published is citing it as background, not reporting it.
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Who cites it
9 citing papers in PubMed.
- The Role of Digital Opinion Leaders in Dengue Prevention Through Health Promotion and Public Health Collaboration: Qualitative Semistructured Interview Study.Journal of medical Internet research · 2025Article
- Masking is good, but conforming is better: The consequences of masking non-conformity within the college classroom.PloS one · 2025Article
- Influence of protective clothing and masks on facial trustworthiness in an investment game: insights from a Chinese population study.Cognitive research: principles and implications · 2024Article
- Hidden faces, altered perceptions: the impact of face masks on interpersonal perception.Frontiers in psychology · 2023Review
- The role of trust in COVID-19 vaccine hesitancy and acceptance among Black and White Americans.Vaccine · 2022Article
- Face masks drive increased rational decision-making.Current psychology (New Brunswick, N.J.) · 2022Article
- Do masks matter? Consumer perceptions of social media influencers who wear face masks amid the COVID-19 pandemic.Applied psychology = Psychologie appliquee · 2022Article
- Knowledge, Attitude, and Practice Towards Face-Mask Use Amid the Coronavirus 2019 Pandemic Among Public Transport Drivers in Gondar Town, A Cross-Sectional Study.Inquiry : a journal of medical care organization, provision and financingArticle
- From clinics to clicks: Investigating the motivations and competency framework of healthcare professionals on social media.Digital healthArticle
Corrections and comments
PubMed lists nothing against this paper. Absence here is not a guarantee, only a check that was made.
Authors and funding
1 author.
Funding
No grant is acknowledged in the PubMed record.
Abstract
The rapid spread of COVID-19 brought about an increased use of face masks among the general public. Focusing on disposable surgical masks in particular, this article examines consumer perceptions of and intentions toward social media influencers who wear such masks amid the pandemic. Drawing on the theory of product symbolism, this research experimentally demonstrates that masked (vs. unmasked) influencers remind consumers of highly competent healthcare professionals, leading in turn to greater competence inferences about and more favorable behavioral intentions toward these influencers. Additional analysis demonstrates that this effect might not hold for other groups of professionals who are considered relatively competent at the outset and/or whose profession is less reliant on external cues. Overall, this research suggests that apart from curtailing the spread of the pandemic, mask wearing might prove beneficial to certain groups of professionals, such as social media influencers, who have traditionally struggled to establish credibility. In a broader context, this research establishes mask wearing as a new form of nonverbal communication that warrants further examination.
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Registered trials
Read under generation 80e0d062 · epoch 390. Bibliography from PubMed, PubMed Central and OpenAlex; grants from NIH RePORTER; trial links from ClinicalTrials.gov; estimates, votes and beliefs from the OpenQuestion graph.