Related Research


Sexualized Images of Female Influencers in Instagram Advertising: Do They Work?

Abstract: The primary purpose of the current study is to examine the effects of sexualized images of influencers on the effectiveness of advertising regarding both cognitive and motivational processing. Overall, the results indicate that the sexualized images of influencers negatively affect the evaluation of the influencer, which in turn affects attitude towards the ad and […]

Jihoon (Jay) Kim
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Decoding Demarketing Advertising: The Role of Company Mission Commitment and Credibility on Demarketing Efforts

Abstract: Consumers are increasingly in support of sustainable marketing and demarketing has received attention as a viable strategy in response to this growing sentiment. As only a few studies focused on testing demarketing in the context of mindful or anti-consumption, this study tested the effects of practical elements such as a company’s mission commitment level to the […]

Shuoya SunHye Jin Yoon
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