Sexualized Images of Female Influencers in Instagram Advertising: Do They Work?
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 behavioral intention negatively. Although there was little influence found on motivational activation, this study adds understanding of how the sexualized images of influencers affects the overall ad effectiveness and performance.
Related Research
-
Effects of Risk Disclosure and Call to Action on Young Adults’ Responses to Dietary Supplement AdvertisingWenqing Zhao (PhD student), Yan Jin, and Elise Karinshak (undergraduate alum). (Forthcoming). “Effects of Risk Disclosure and Call to Action on Young Adults’ Responses to Dietary Supplement Advertising”. International Journal of Pharmaceutical and Healthcare Marketing. […]
-
Unique… like everyone else: effects and mechanisms of personalization appeals in recruitment advertisingPfiffelmann, J., Alexander Pfeuffer, Dens, N., Soulez, S. (2023). Unique… like everyone else: effects and mechanisms of personalization appeals in recruitment advertising. International Journal of Advertising. Abstract: Recruiters are faced with the […]