In the information age, media literacy and critical thinking have become essential skills for consumers. This longitudinal study examines the role of human brands in developing these vital competencies. Utilizing a mixed-methods research design, data were collected from 500 participants over an 18-month period. Multiple regression analysis revealed that engagement with credible human brands significantly increased consumers' ability to detect fake news (β = 0.42, p < 0.001). Furthermore, repeated measures ANOVA demonstrated that participants' critical thinking skills improved significantly over time (F(2, 998) = 15.73, p < 0.001, η² = 0.03). Qualitative interviews provided deep insights into the underlying mechanisms of this influence. These findings have important implications for marketers, policymakers, and educators in promoting media literacy.

The study employed a novel approach by combining quantitative assessments with in-depth qualitative analysis, providing a comprehensive understanding of the phenomenon. Structural equation modeling (SEM) was used to test the hypothesized relationships between human brand engagement, media literacy, and critical thinking (CFI = 0.95, RMSEA = 0.06). The results highlight the potential of human brands as educational conduits in an increasingly complex media landscape.

This research contributes to the growing body of literature on influencer marketing and media education, offering practical strategies for leveraging human brands to enhance consumer competencies. Future studies could explore the long-term retention of these skills and their application across different cultural contexts.