MANAGEMENT SLANT
- Diversity of body type and lack of body and skin modification may increase perceptions of authenticity of a brand’s advertising attempts online.
- Perception of authenticity of a model in an Instagram feed may increase attitude toward the advertisement and purchase intent online.
- One antecedent of perceived authenticity may be the decision not to modify the bodies of models in advertisements. In turn, perception of authenticity in this realm drives improved attitude toward the advertisement...