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 

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