#beingreal about instagram ad models: The effects of perceived authenticity how image modification of female body size alters advertising attitude and buying intention

Heather Shoenberger, Eunjin A.N.N.A. Kim, Erika K. Johnson

Research output: Contribution to journalArticlepeer-review

5 Scopus citations

Abstract

This research suggests that perceived authenticity plays a significant mediating role for the effects of model image modification and body size on consumers’ advertisement and product evaluations. Participants reported that they liked the advertisement more—and more likely would buy the advertised items in advertisements—with a not digitally enhanced plus-sized female model, because of the perceived authenticity of the model. The results of this investigation also suggest that attitude toward the advertisement and purchase intention were highest when a plus-size model who was not digitally enhanced was featured on a women’s clothing brand’s Instagram account.

Original languageEnglish (US)
Pages (from-to)197-207
Number of pages11
JournalJournal of Advertising Research
Volume60
Issue number2
DOIs
StatePublished - Jun 1 2020

All Science Journal Classification (ASJC) codes

  • Communication
  • Marketing

Cite this