RT Journal Article
SR Electronic
T1 #BeingReal about Instagram Ad Models: The Effects of Perceived Authenticity
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP JAR-2019-035
DO 10.2501/JAR-2019-035
A1 Heather Shoenberger
A1 Eunjin (Anna) Kim
A1 Erika K. Johnson
YR 2019
UL http://www.journalofadvertisingresearch.com/content/early/2019/09/26/JAR-2019-035.abstract
AB This research suggests that perceived authenticity plays a significant mediating role for the effects of model image modification and body size on consumers' 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 women's clothing brand's Instagram account.