Justine Rapp Farrell

Abstract The rise of digital creators has generated significant interest in both academia and industry, yet these domains have largely developed in isolation. This paper seeks to bridge that gap by synthesizing insights from two complementary bodies of evidence: eight large-scale research reports commissioned by TikTok Marketing Science and more than ninety peer-reviewed academic articles on creator-driven advertising.

1 INTRODUCTION From mass institutionalization and lobotomies to commercialized “happy pills” and telehealth therapy, mental illness and the marketplace have been enmeshed in both sordid and salutary ways for centuries (Davies, 2017; Dowbiggin, 2011; Whitaker, 2010). Although earlier generations did not use terms like pharmaceutical advertising, mental healthcare services, or consumer well-being, marketing has long been central to the treatment of mental disorders.

This study examines the behavioral intentions of heterosexual and lesbian, gay, and bisexual (LGB) consumers following exposure to advertising featuring heterosexual or LGB imagery.