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

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