An investigation of influencer body enhancement and brand endorsement
Purpose: As the cosmetic surgery industry grows and diversifies, societal beauty standards have shifted to include images of surgically enhanced bodies. With the increased use of influencer marketing, it is important for marketers to understand consumer perceptions of these modified appearances. This paper aims to use the lens of perceived morality (PM) to investigate consumer perceptions of cosmetic surgery services and the effect of enhanced body appearance on consumer interest in an endorsed brand. Interpersonal similarity (IS) is tested as a boundary condition. Design/methodology/approach: A mixed-methods approach was taken with a qualitative study and two online experiments. Participants were recruited through snowball sampling (NStudy 1 = 133) and Amazon Mechanical Turk (NStudy 2 = 202; NStudy 3 = 270). Findings: The themes uncovered in the qualitative study revealed that cosmetic surgery services were acceptable when internally motivated but may signal inauthenticity. The findings of Study 2 suggested consumer interest in an endorsed brand was negatively impacted by body enhancement (BE), with PM as the underlying mechanism. Study 3 results demonstrated IS moderated this effect. The indirect effect was significant only for those low in IS. Originality/value: This research contributes to the underexplored area of cosmetic surgery services and its role in influencer marketing. The findings extend the literature on consumer attitudes and perceptions toward these services and provides insight into the intersection of BE and morality. The contribution is notable, as marketers increasing rely on social media influencers, many of whom have undergone cosmetic surgery services and enhanced their body appearance, to promote their brands.
Year of publication: |
2021
|
---|---|
Authors: | Lefebvre, Sarah ; Cowart, Kelly |
Published in: |
Journal of Services Marketing. - Emerald, ISSN 0887-6045, ZDB-ID 2020791-8. - Vol. 36.2021, 1 (14.12.), p. 59-72
|
Publisher: |
Emerald |
Saved in:
Online Resource
Saved in favorites
Similar items by person
-
An investigation of influencer body enhancement and brand endorsement
Lefebvre, Sarah, (2022)
-
Targeting Miss Daisy: Using age and gender to target unethical sales tactics
Cowart, Kelly, (2014)
-
Me, myself, and I : examining the effect of loneliness and self-focus on message referents
Kemp, Elyria, (2016)
- More ...