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
How Incremental Theory Enhances or Reduces Charitable Giving
Alyssa Yoon, Korea University, Korea
Jongwon Park, Korea University, Korea
O9. The Role of Numerical Identification in Customer Reaction toward Service Failure
JIEXIAN (Chloe) HUANG, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University
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