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

Jooyoung Uhm (Grady MA alum) and Jooyoung Kim. “Sexualized Images of Female Influencers in Instagram Advertising: Do They Work?” Presented at the American Academy of Advertising (AAA) Annual Conference, St. Petersburg, FL, March 24 – 27, 2022.

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

The Effects of In-stream Video Advertising on Ad Memory Encoding: A Neurophysiological Study

Lee, Seungji, Jooyoung Kim, Glenna Read, and Sung-Phil Kim, “The Effects of In-stream Video Advertising on Ad Memory Encoding: A Neurophysiological Study,” Journal of Advertising Abstract: Although in-stream video advertising is common, its effects […]

Jooyoung KimGlenna Read
read more
Effects of Risk Disclosure and Call to Action on Young Adults’ Responses to Dietary Supplement Advertising

Wenqing 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. […]

Wenqing ZhaoYan Jin
read more