#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...
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