Platformed Persuasion: TikTok and the Marketing of Wellness through MLMs

• In Event: Health Communication

Brief Overview

TikTok users express more favorable views of multi-level marketing (MLM) and its health product claims than users of other platforms. The patterns suggest that platform environments shape how wellness marketing is received and legitimized.

Authors

• Margaret Tait, University of Richmond

• Robert Hadley Brehm, University of Virginia