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.

Jihoon (Jay) Kim 

Related Research

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
read more
Virtual Reality Experience in Tourism Advertising: Roles of Immersion and Advertising Engagement

Abstract: Building favorable destination image and evoking positive feelings toward tourism ads are essential to the success of destination marketing in the competitive tourism business environment. The current study investigated the potential of virtual reality (VR) in providing new and innovative avenues for promoting destination image in tourism and testing its impact on advertising engagement […]

Sun Joo (Grace) AhnJihoon (Jay) Kim
read more