#BeingReal about Instagram ad models: The effects of perceived authenticity – How image modification of female body size alters advertising attitude and buying intention

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.
Shoenberger, Kim, and Johnson

MANAGEMENT SLANT

  • Diversity of body type and lack of body and skin modification may increase perceptions of authenticity of a brand’s advertising attempts online.
  • Perception of authenticity of a model in an Instagram feed may increase attitude toward the advertisement and purchase intent online.
  • One antecedent of perceived authenticity may be the decision not to modify the bodies of models in advertisements. In turn, perception of authenticity in this realm drives improved attitude toward the advertisement...

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