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
Q4. The notion of self-optimization in context of self-tracking and beyond
Agnieszka Krzeminska, Leuphana University Lüneburg
Dorthe Brogård Kristensen, University of Southern Denmark, Denmark
Consumers' response to branded longevity
Anthony Moussa, Paris School of Business
Virginie de Barnier, IAE AIX MARSEILLE UNIVERSITY
O1. Choice, Rejection, and Context Effects
Shih-Chieh Chuang, National Chung Cheng University
Yin-Hui Cheng, National Taichung University of Education