#BeingReal about Instagram Ad Models:The Effects of Perceived Authenticity

Heather Shoenberger · Eunjin Anna Kim · Erika Katherine Johnson

72 citations0/0 files storedJournal of Advertising Research

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Consumer Perception and Purchasing Behavior Digital Marketing and Social Media Media, Gender, and Advertising

Abstract

ABSTRACT This research suggests that perceived authenticity plays a significant mediating role for the effects of model image modification and body size on consumers9 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 women9s clothing brand9s Instagram account.

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References

1954A Theory of Social Comparison Processes 1997The Company and the Product: Corporate Associations and Consumer Product Responses 1994The Persuasion Knowledge Model: How People Cope with Persuasion Attempts 1973Staged Authenticity: Arrangements of Social Space in Tourist Settings 1999Rethinking authenticity in tourism experience 1981Downward comparison principles in social psychology.1986The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations 2002Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding

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