Sexualized Images of Female Influencers in Instagram Advertising: Do They Work?
Paper accepted for presentation 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.
Getting a little too personal? Positive and negative effects of personalized advertising on online multitaskers
Abstract: Given the increasing number of personalized ads and the prevalence of media multitasking, understanding the impact of online privacy concern on ad outcomes is important. However, the interaction effects between […]