Global Social Media Influencer Research Lab

GSMI logoIntroduction

The Global Social Media Influencer Research Lab (GSMI) consists of BGSU School of Media and Communication faculty, alumni of the BGSU graduate program who are either faculty members or doctoral students, and current graduate students who have interest in research on social media influencer research from both quantitative and qualitative perspectives.   The Lab aims to contribute to cross-national comparative research on the persuasive effects of social media influencers in marketing communications, social and political issues, their positive and negative roles in society and international relations,  and how social media platform affordances were utilized to achieve their opinion leadership.  The lab members came from 13 countries: Bangladesh, China (including Hong Kong), Ghana, India, Iran, Kenya, Nigeria, Pakistan, the Philippines, Saudi Arabia, South Korea, Uganda, and the United States.

Global Social Media Influencer Research Lab

Dr. Louisa Ha Book Awards

Louisa Ha, Ph.D.

  • Position: Founder, G.S.M.I

Dr. Louisa Ha (Ph.D. Michigan State University) is a Distinguished Research Professor in the School of Media and Communication, Bowling Green State University, U.S.A. She is currently the Founding Editor-in-Chief of Online Media and Global Communication and the former Editor-in-Chief of Journalism and Mass Communication Quarterly. Her research interests are audience research, misinformation, media technology, social media influencers, mobile media, and online advertising.

Dr. Xiaofeng Jia

Xiaofeng Jia, Ph.D.

Dr. Xiaofeng Jia (PhD, University of Miami) is an Assistant Professor in the School of Media and Communication, Bowling Green State University, U.S.A. Her research focuses on Strategic Communication, Health communication, and advanced quantitative and computational method.

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Ilyoung Ju, Ph.D.

Dr. Ilyoung Ju (PhD, University of Florida) is an Associate Professor in the School of Media and Communication, Bowling Green State University, U.S.A. His research interests are social media influencers and nostalgic advertising.

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Yanqin Lu, Ph.D.

Dr. Yanqin Lu (PhD, Indiana University) is an Associate Professor in the School of Media and Communication, Bowling Green State University, U.S.A. His research interests include political communication, social media studies, and media effects. Dr. Lu is currently serving on the editorial board of Mass Communication & Society, Online Information Review, Chinese Journal of Communication, and The Social Science Journal.

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Mohammad Abuljadail, Ph.D.

Dr. Mohammad Abuljadail (PhD, Bowling Green State University) is an Associate Professor of Marketing Communication in the Faculty of Communication and Media, King Abdulaziz University, K.S.A. He is currently the Marketing Director of Patents at the Center of Knowledge Economy and Technology Transfer at King Abdulaziz University. He worked in the industry with international companies as marketing manager, as well as marketing consultant. He is a Certified Digital Marketing Professional from the Digital Marketing Institute. His research interests are social media marketing, international advertising, digital marketing, and social network analysis.

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Md Enamul Kabir, Ph.D.

Dr. Md Enamul Kabir (PhD, Bowling Green State University) is a Co-Director, Social Media Listening Lab at Clemson University, USA. His research interests include hate speech, racial identity, social media analytics and misinformation.

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Amonia Tolofari, Ph.D.

Dr. Amonia Tolofari (Ph.D., Bowling Green State University) is an Assistant Professor in the School of Media and Communication, University of Southern Mississippi, USA. She is currently in the Strategic Communication and Public Relations program. Her research interests are in feminist considerations in social media influences, black women rise in digital marketing and advertising, and the evolution of feminist movement on social media platforms.

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Yang Yang, Ph.D.

Dr. Yang Yang (PhD, Bowling Green State University) is assistant professor in the Department of Communication and Media, University of Southern Indiana, U.S.A. Her research interests are audience research, consumer behavior and psychology research, social media influencer, social media use, and advertising effect of brand collaboration.

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Marta Mensa Torras, Ph.D.

Marta Mensa Torras holds a PhD in Advertising from the Universidad Autónoma de Barcelona (Spain) and a Postdoctoral Fellowship in Gender Studies from the Universidad Nacional Autónoma de México (Mexico). She is an Assistant Professor at the Mayborn School of Journalism at the University of North Texas. She received a fellowship to participate in the Women Emerging Leaders Program at the London School of Economics (UK).

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Xiaoqun Zhang, Ph.D.

Xiaoqun Zhang’s bio: Dr. Xiaoqun Zhang (Ph.D. Bowling Green State University) is an Associate Professor in the Mayborn School of Journalism at the University of North Texas, Texas, USA. He is the editor of Journal of Media Economics. He received the first Ph.D. in management science & engineering from Tsinghua University and the second Ph.D. in communication studies from Bowling Green State University. His research interests are media management and economics, media technology and policy, media reputation of corporations, and audience research.

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Chin-Chung Chao, Ph.D.

Dr. Chin-Chung Chao (Ph.D., Bowling Green State University) is a Professor in the Department of Communication at the University of Nebraska at Omaha, where she has held the Robert T. Reilly Professorship since 2021. Her research focuses on social media, gender and identity, intercultural and international communication, leadership and influencer studies, as well as pedagogy and artificial intelligence in education. She serves on the editorial boards of the Journal of Intercultural Communication Researchand Negotiation and Conflict Management Research.

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Chinwendu Akalonu, M.A.

Chinwendu Akalonu (M.A. Bowling Green State University) is a Ph.D. student of Mass Communication at the University of South Carolina. Her research centers on social media, content moderation, emerging technologies, health, and international communication. Her four years of experience in digital media strongly influence her research interests. Chinwendu obtained her master’s degree in media and communication from Bowling Green State University.

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Felicity Sena Dogbatse, M.A.

Felicity Sena Dogbatse (MA, Bowling Green State University) is currently pursuing a PhD program at the University of Maryland. Her research are feminist studies, social media and advocacy and gender research.

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Michael Ofori, M.A.

Michael Ofori (MA. Bowling Green State University) is a first-year Ph.D. student at the Hubbard School of Journalism and Mass Communication at the University of Minnesota. His passion lies in Political Communication and cutting-edge new media research. His research delves into media effects studies. He specifically focuses on the art of media framing and its influence on shaping people’s political attitudes.

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Cole Highhouse, M.A.

Cole Highhouse (MA, Bowling Green State University) is an instructor in the School of Journalism and Communication, Shanghai International Studies University, China. His research interests include social media, popular culture and soft power, popular music, and online communities.

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Halima Ali, M.A.

Halima Ali (M.A. United State International University-Africa) is a Graduate Student, Pursuing PhD in Media, and Communication at Bowling Green State University. She has a focus in media and women, social media, and crisis communication. She aims to contribute to the advancement of media studies and inspire positive change in Africa and the whole world.

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Azade Asadi Damavandi, M.A.

Azade Asadi Damavandi (M.B.A. University of Tehran) a PhD student of Media and Communication at Bowling Green State University. Her emphasis is Media Audiences and Processes. Her research interest include online reviews, audience research, persuasion, leadership, influencers, media technology, and mobile media and applications.

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Hyacinth Balediata Bangero, M.A

Hyacinth Balediata Bangero (M.A. West Visayas State University, Phillippines) is a PhD student in Media and Communication, Bowling Green State University, a Fulbright Fellow from the Philippines and an Assistant Professor at the University of San Agustin, Iloilo City, Philippines. Her research interests include government and political communication, social media, branding, and marketing/advertising.

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Madison Clatt, M.A.

Madison Clatt (M.A., Arizona State University) is a Ph.D. student in the School of Media and Communication at Bowling Green State University, U.S.A. Her research interests are interpersonal communication, family units as social media influencers, and persuasion.

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Jisha Jacob, M.A.

Jisha Jacob (M.A. University of Delhi) is currently a Doctoral student in the School of Media and Communication, Bowling Green State University, U.S.A. Her research interest is in Gender and Media.

Faiswal-Kasirye

Faiswal Kasirye, M.A.

Faiswal Kasirye (M.A. International Islamic University, Malaysia) is a PhD student at the School of Media and Communication, Bowling green State university (BGSU). He got his master’s degree at International Islamic University Malaysia (IIUM), in Human Science in Communication specializing in new media and organizational communication. He obtained his bachelor’s degree in journalism and mass communication from Islamic University in Uganda (IUIU). His research interests are in Media effects, Political Communication, Public Relations, and New Media (SNS). He used to be a journalist with the Nation Media Group, the leading media conglomerate in East Africa.

Man-Luo

Man Luo, M.A.

Man Luo (M.A., Murray State University) is a current Ph.D. student in the School of Media and Communication at Bowling Green State University. Her research interests are media studies, audience research, and she also enjoys comparing the differences between Chinese media content and American media content.

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Shudipta Sharma, M.Phil.

Shudipta Sharma (M.Phil., Jahangirnagar University) is a doctoral student in the School of Media and Communication at Bowling Green State University, USA. He is currently on a leave from the University of Chittagong, Bangladesh where he holds an Assistant Professor position at the Department of Communication and Journalism. His research interests include digital politics, artificial intelligence, political microtargeting, activism, media audiences, digital journalism, and media sociology.

Kelsey-Lynn-Zook

Kelsey Zook, M.A.

Kelsey Zook (M.A. Western Michigan University) is a PhD student at Bowling Green State University. Her past research focus was on virtual organizational communication efficiency and has skills in both qualitative and quantitative research methods. Additionally, She acted as the Personal Relationship Representative for the Graduate College Organization. Her bachelor’s degree was in Organizational Communications with a minor in Management. She is passionate about education, personal development, and volunteering. She has been working to develop skills pertaining to research, data collection, leadership, team building, academic professionalism, job efficiency, and organizational development. She plans to expand and explore multiple research concepts within the realm of online mass communication and AI communication.

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Arnab Biswas, M.S.S

Arnab Biswas (MSS, University of Dhaka) is a PhD student in the School of Media and Communication at Bowling Green State University, USA and Assistant Professor in the Department of Mass Communication and Journalism at Comilla University, Bangladesh. His research interests include artificial intelligence and effective message building, strategic communication, persuasion, and social comparison.

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Osama Bahassan, M.A

Osama Bahassan (M.A. Emerson College) is a Ph.D. student in Media and Communication at Bowling Green State University. His research interests are social media influencers and persuasion.

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John Acquaful, M.A

John Acquaful is a first-year PhD student in Media and Communication at Bowling Green State University, specializing in the Critical Media and Rhetoric track. He completed his Master of Public Administration degree in 2024 at the same institution. His research focuses on the intersection of social media and Political Communication, particularly examining how influencers and celebrities influence voter behavior. Through his work, he aims to explore the evolving impact of digital platforms on political engagement and decision-making. 

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Saadia Farooq, MPhil

Saadia Farooq (M.Phil in Mass Communication from Bahauddin Zakariya University, Pakistan) is a PhD scholar with emphasis on Critical Interpersonal and Family Communication focusing on the experiences of migrants, especially how they navigate identity, settlement, and parenting in a new cultural environment.

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Shahla Shahnaz Dyuti, M.A

Shahla Shahnaz Dyuti (Master of Research, Queen's University Belfast) is from Bangladesh and is a PhD student of Media and Communication, Bowling Green State University. Her emphasis is media audiences and processes. Her research interests are social media and mental health.

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S M Russel Rabbi, M.A

S M Russel Rabbi is pursuing his M.A. in Media and Communication at BGSU. He is from Bangladesh. His research interests include social media, the impact of mediated communication, and misinformation in digital space.

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Leah Kemple-Bowen, M.A

Leah Kemple-Bowen is a public relations practitioner working in the healthcare industry. She has a background in broadcast journalism and is a researcher focusing on the impact social media influencers have on the environment, specifically when it comes to fast fashion production. Kemple-Bowen holds a Master of Arts in Communication from the University of Nebraska-Omaha and a Bachelor of Science in Digital Media Production from the University of Central Missouri. 

Bi, Nicky Chang, Fiouna Ruonan Zhang and Louisa Ha (2018).  “The Government’s Public Health Crisis Response Strategies and Online Opinion Leaders in China: A Case Study of the 2016 Illegal Expired Vaccine Scandal.”  China Media Research 14(2), 16-28.

Ha, Louisa, Ke Guo, Peiqin Chen and Nan Lyu (2022). How Weibo Influencers and Ordinary Posters Responded to the U.S.-China Trade War.  In Louisa Haand Lars Willnat (Eds.)(2022):  The US-China Trade War: Global News Framing and Public Opinion in the Digital Age.  Lansing, MI:  Michigan State University Press,  pp. 195-214.

Ha, Louisa, Rik Ray, Frankline Matanji, and Yang Yang (2022). “How News Media Content and Fake New about the Trade War Are Shared on Twitter:  A Topic Modeling and Content Analysis.” In Louisa Haand Lars Willnat (Eds.) (2022):  The US-China Trade War: Global News Framing and Public Opinion in the Digital Age.  Lansing, MI:  Michigan State University Press, pp. 125-144

Ha, Louisa and Yang Yang (2023). "Research about Persuasive Effects of Social Media Influencers as Online Opinion Leaders 1990-2020: A Review," International Journal of Internet Marketing and Advertising 18(2/3), 220-     241.  DOI: 10.1504/IJIMA.2022.10043104

Ju, I., & Lou, C. (2022). Does Influencer–Follower Relationship Matter? Exploring How Relationship Norms and Influencer– Product Congruence Affect Advertising Effectiveness across Product Categories. Journal of Interactive Advertising. 22(2), 157-177.

Yang, Yang and Louisa Ha (2021).  “Why People Use TikTok (Douyin) and How Their Purchase Intentions Are Affected by Social Media Influencers in China: A Uses and Gratifications and Parasocial Relationship Perspective,” Journal of Interactive Advertising, 21(3), 297-305. DOI:10.1080/15252019.2021.1995544.

Yang, Yang. "TikTok/Douyin Use and Its Influencer Video Use: A Cross-Cultural Comparison   Between Chinese and US Users" Online Media and Global Communication 1, no. 2 (2022): 339-368. https://doi.org/10.1515/omgc-2022-0016

Yang, Y. (2024). The role of influencer trust, gender congruency, and expertise congruency: A cross-national comparison between Douyin and TikTok users in China and the USA. In Bi, N.C. & Zhang, R (Eds.), Global Perspectives on Social Media Influencers and Strategic Business Communication (pp. 248-272). IGI Global.

Kabir, M. E., & Ha, L. (2025). Influencers Against Hate: A Comparison of Counter Speech Strategies Among South Asian, East Asian, and Non Asian American Social Media Influencers. Howard Journal of Communications, 1-19. DOI:10.1080/10646175.2025.2494271

Taylor, A. G., & Ha, L. (2025). The Instagram Influencer and the Working Poor in the COVID-19 Pandemic. Western Journal of Communication89(3), 609–629. https://doi.org/10.1080/10570314.2025.2479284

Ali, H. L., Kasirye, F., & Ha, L. (2025). Does Follower Size Matter? Diversity of Sources and Credibility Assessment Among Social Media Influencers. Information16(11), 958. https://doi.org/10.3390/info16110958

Bahassan, O., Biswas, A., & Ha, L. (2025). The Role of Journalistic Background and Digital Content Creation Experience in Perceived Information Literacy: A Global Study of Content Creators. Journalism and Media6(4), 190. https://doi.org/10.3390/journalmedia6040190

Refereed Conference Papers

 Ali, Halima, Felicity Sena Dogbatse, Jisha Jacob, and Faiswal, Kasirye (2024).  A Cross-National Comparison of the Rise of Women Social Media Influencers in Kenya, Uganda, Ghana, and India: Exploring their Impact on Breaking Barriers, Driving Activism, and Empowering Others.  Paper accepted by Feminist and Gender Studies Division, National Communication Association Annual Convention, New Orleans, Louisiana,  November 24.

Kabir, Md. Enamul  (2024).  Is Counterspeech with hostile Tone the New Tactic for influencers Against Anti-Asian hate? A Computational Analysis of #StopAsianHate Tweets.  A paper accepted by National Communication Association Annual Convention, New Orleans, Louisiana. November 21-24.

Clatt, M., & Bangero, H.B. (2025). Family social media influencers of Instagram: A cross-national comparison. Accepted by the Interpersonal Communication Division, 75th Annual Conference of the International Communication Association. Denver, Colorado, USA. June 12-16.

Arnab, B & Osama, B (2025).  The Role of Digital Content Creators' Experience Level and Journalistic Background in Media Literacy and Critical Evaluation Skills: A Global Study.  Accepted by the AEJMC Midwinter Conference, University of Oklahoma, March 7-8.

Luo, Man and Louisa Ha (2025). Promoting and Defending China from the West: How Pro-China Western YouTubers Engage Global Audiences as Social Media Influencers. APCA-ANPOR-UBD 2025 Conference, Brunei. May 27, 2025.

Bangero, H.B., Clatt, M., Jacob, J., & Kasirye, F. (August 2025). Global perspectives on content creators’ apologies and image-repair strategies: Implications for misinformation across platforms. Accepted by the Public Relations Division, San Francisco. Association for Education in Journalism and Mass Communication 2025 Conference. San Francisco, California, USA. August 7-10.

Shudipta SharmaArnab BiswasJisha Jacob, and Man Luo (2025). Between Efficiency and Authenticity: Global Perspectives on AI-Driven Content Creation Among Social Media Influencers. Presented at the South Asian Communication Association Session, Association for Education in Journalism and Mass Communication Annual Conference, August 7-10, San Francisco.

Shahla Shahnaz Dyuti, Md Enamul KabirLouisa Shu Ying Ha, and S M Russel Rabbi (2025). How South Asian Influencers Navigate Hate Speech: Patterns of Exposure and Response. Presented at the South Asian Communication Association Session, Association for Education in Journalism and Mass Communication Annual Conference, August 7-10, San Francisco.

Yanqin Lu, Peiqin Chenand Kairui Ye (2025). Impact of social media influencers on nationalism and government satisfaction: A moderated mediation model of information exposure and cognitive elaboration.Presented at the Political Communication Division, Association for Education in Journalism and Mass Communication Annual Conference, August 7-10, San Francisco. 

Research Report 

Ha, Louisa (2024).  Behind the Screens:  Insights from Digital Content Creators. Understanding Their Intentions, Practices and Challenges.  UNESCO.  https://unesdoc.unesco.org/ark:/48223/pf0000392006

Book Reviews

Jisha Jacob:  Momfluenced: Inside the Maddening, Picture-Perfect World of Mommy Influencer Culture, by Sara Petersen. Boston: Beacon Press, 2023. 309 pp., $18.95 (paperback). ISBN: 9780807093382. View PDF

Arnab Biswas: The Rise of the Algorithms: How YouTube and TikTok Conquered the World by John M. Jordan. View pdf

GSMI lab present at the August 2025 AEJMC Conference
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August 9 | Friday | 8:30 - 10 a.m.

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Advertising and International Communication Divisions Joint PF & R Panel Session

Social Media Influencers Around the World: Issues and Impact

Moderating/Presiding
Louisa Ha, Bowling Green State University, Founder and Director, BGSU Global Social Media Influencer Research Lab

Panelists
Global Social Media Influencers and their Role in the National Branding of Saudi Arabia
Mohammad Abuljadail, King Abdulaziz University

Chinese Social Media Influencer Li Jiaqi's Reputation Crisis and A Reconsideration of The Impact of Influencer Trust on The Influencer Consumer Relationship

Yang Yang, Southern Indiana University

Important Role Black and African Social Media Influencers Play in The World of Beauty and Fashion and Lifestyle to Accepting African Beauty in Corporate Spaces

Amonia Tolofari, University of Southern Mississippi

Virtual Influencer Popularity in South Korea
Ilyoung Ju, Bowling Green State University

A Cross-national Comparison of Family Influencers
Hyacinth Bangero and Madison Clatt, Bowling Green State University

Challenges LGBTQ Influencers Face When Their Product Endorsement Create Controversy for Major Brands
Kelsey Zook Bowling Green State University

International Communication and Media Ethics Divisions 

Professional Freedom and Responsibility Panel,  Association for Education in Journalism and Mass Communication Annual Conference, August 7, San Francisco.

A Global Comparison of Ethical Practices and Information Literacy of Journalists and Content Creators 

Moderating/Presiding: Louisa Ha, Bowling Green State 

Panelists: Mohammad Abuljadail, Hyacinth Bangero, Man Luo, Yang Yang

This panel addressed the PFR issues of content creators based on a large global UNESCO study of journalists and content creators of 44 countries and a special administrative zone across six continents. The mixed methods study with original interviews and survey results revealing the ethical practices, information literacy, sourcing, and information sharing practices on social media of these social media influencers in both Global North and Global South countries.

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"Behind the Screens: Insights from Digital Content Creators” Understanding digital content creators’ intentions, practices and ethics"

Dr. Louisa Ha and research lab members (Mohammad Abuljadail, Halima Ali, Osama Mohammed Bahassan, Hyacinth Bangero, Arnab Biswas, Madison Clatt, Jisha Jacobs, Faiswal Kasirye, Man Luo, Kelsey Zook, Yang Yang) and affiliate team member Marta Mensa of the University of North Texas are conducting an 8-language global survey and in-depth interviews and of journalist and non-journalists content creators for UNESCO’s Communication and Information Sector.
Check out the latest UNESCO content creators report
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BGSU Global Social Media Influencer Public Speaker Series

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Social Media Influencer Research Bibliography

Our research lab compiled almost 400 English language research publications (including journal articles, book chapters, dissertations and books) we could find about social media influencers and organized in alphabetical order and by 12 topics based on Ha & Yang’s (2023) "Research about Persuasive Effects of Social Media Influencers as Online Opinion Leaders 1990-2020: A Review," International Journal of Internet Marketing and Advertising 18(2/3), 220-241.  DOI: 10.1504/IJIMA.2022.10043104.

Journal/Book Publisher Ranked by Number of Influencer Publications.

Click on each topic to find bibliographic listing on the topic.

1.  Typology of SMIs and methods to identify influencers

2. Relationship between influencers and followers: homophily, authenticity and parasocial relationship

3.Approaches to brand endorsement

4. Mechanism of influence

5. Measurement of influence outcomes

6. Scope of influence of SMIs

7. Ethics of SMI marketing

8. How trust in SMIs developed over time and balance between marketercontrol and creative freedom of SMIs

9.Longevity of influence of SMIs

10.Influencer risk assessment and controversiality index development

11.Product category and user knowledge difference

12. Platform comparison and how SMIs use the platform’s technologyaffordances to build relationship

Updated: 11/13/2025 12:44AM