We all need a little #KINDNESS

Marketing Assistant Professor Kelley Anderson, Ph.D., with coauthors Tiegan Bradley & Ashley Hass, Ph.D., argue that kindness is a scarce resource worthy of exchange in marketing systems in a recent publication in Journal of Macromarketing. Concentrating on a novel actor, they conceptualize how influencers spread kindness. By integrating parasocial and construal level theories, they share a model of Social Media Influencers’ Cycle for Kindness Contagion and six recommended practices influencers can use to enhance kindness contagion.

This piece began as an independent study in student Tiegan Bradley’s undergraduate coursework. Dr. Anderson describes Tiegan as “A brilliant woman and a beacon of kindness herself.”