Q12. Exploring Effects of Perceived Authenticity of Instagram Models on Aad and Buying Intentions
This study suggests that consumers’ ad evaluations and purchase intention are highest when a plus size, not-airbrushed model is featured on a brand’s Instagram account. More importantly, this study confirms that perceived authenticity plays a significant mediating role for the effects of model-image modification and body size on ad evaluations.
Heather Shoenberger and Eunjin Kim (2018) ,"Q12. Exploring Effects of Perceived Authenticity of Instagram Models on Aad and Buying Intentions", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 928-928.
Heather Shoenberger, University of Oregon, USA
Eunjin Kim, Southern Methodist University, USA
NA - Advances in Consumer Research Volume 46 | 2018
C7. The Visually Simple = Healthy Intuition and Its Effects on Food Choices
Yan Wang, Renmin University of China
Jing Jiang, Renmin University of China
A2. A Window to the Brand's Soul: How Models' Eyes Affect Consumers' Attitudes
Maria Giulia Trupia, IESE Business School
Martina Cossu, Bocconi University, Italy
Zachary Estes, Bocconi University, Italy
Q3. Academic Branding on Social Media: Examining the Influence of Personal Brands on the Professor-Student Relationships
Edita Petrylaite, Northumbria University, UK
Darija Aleksic, University of Ljubljana