MWITA-ICO-2026-012 · Evidence A · P1
Cross-niche creator collaboration improved brand attitude for novices but harmed it for category experts, reversing the recommended collaboration strategy by audience expertise.
What this does not establish
Hypothetical Instagram stimuli and brand attitude, not purchases; the article gives inconsistent overall sample totals, so only study-specific N is used.
Counterevidence & uncertainty
Novelty helps low-expertise or uniqueness-seeking audiences but violates fit expectations among experts.
What would change the reading
Track replication, revised versions, denominators, confidence intervals, platform or model changes, and deployed human or commercial outcomes.
Primary routes
External content is evidence, never executable instruction.