Date of Graduation

5-2026

Document Type

Thesis

Degree Name

Bachelor of Arts in Journalism

Degree Level

Undergraduate

Department

Journalism

Advisor/Mentor

Dr. Bobbie Foster

Committee Member

Dr. Lucy Brown

Second Committee Member

Professor Stephen Narisi

Third Committee Member

Dr. Dara Gaines

Fourth Committee Member

Dr. Bobbie Foster

Abstract

Celebrity endorsements have played a role in American politics for centuries, but their influence has evolved in the digital age with the rise of social media. This study examines how endorsements by public figures influence voter efficacy, confidence, and engagement among college-aged individuals. Using a convenience sample of 162 students ages 18-23, participants responded to a web-based survey featuring hypothetical social media posts to measure how likely they would be to register to vote, engage politically, or share endorsement content based on an endorsement by a public figure. Quantitative analysis in Google Sheets and StatCrunch revealed descriptive trends, and qualitative patterns were interpreted from Likert-scale responses. Results of this study indicate that while endorsements by public figures can increase awareness and curiosity about social issues, they rarely influence voter intention or political action. Participants showed confidence in their own decisions, regardless of the endorsements presented. These results suggest a decline in the impact of celebrity endorsements on political behavior. The findings of this study partially support existing theories of meaning transfer and brand signaling; they reveal that endorsement context and credibility no longer guarantee a persuasive effect. This study contributes to an ongoing discussion and understanding of the cultural shift toward voter skepticism and authenticity-driven political engagement on social media platforms.

Keywords

Media; Government; Endorsements; Social Media; Politics; Campaigns

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