Visibility of Black‐Owned Businesses: The Impact of Minority Cues and Support Appeals in Online Consumer Behavior

ABSTRACT Despite efforts to increase the visibility of minority‐owned small businesses, such as ownership badges and photos on e‐commerce platforms, the impact of these initiatives on consumers remains unclear. This study addresses the gap by exploring how different types of minority‐ownership cues affect consumer responses in online commerce. Study 1 tested a minority‐ownership badge with a casually dressed minority owner photo, while Study 2 incorporated the company's support for social causes and a business‐attired minority owner recognized as a leadership awardee. Given the limited attention to these cues within e‐commerce contexts, this study offers insights into how consumer responses may be shaped by minority cues, such as badges, owner photos, attire types and social cause messages. The findings indicate that the current marketing approach of simply presenting minority‐ownership cues is neither effective nor sufficient to enhance consumer support for minority‐owned businesses.