Let’s talk about sex… In advertising! | Amsterdam University Press Journals Online
2004
Volume 52, Issue 1
  • ISSN: 1384-6930
  • E-ISSN: 1875-7286

Abstract

Samenvatting

Influencers gebruiken naaktheid geregeld als contentstrategie op Instagram om producten aan te prijzen. Deze studie toonde aan de hand van een online experiment aan dat er geen direct effect is van expliciete en impliciete naaktheid op de van de advertentie. Er is echter wel een positief significant indirect effect van impliciete naaktheid van de influencer op de via opwaartse sociale vergelijking en het zelfvertrouwen van de kijker. De naaktheid van de influencer had geen indirect effect op de via brongeloofwaardigheid en scepticisme, noch was er een modererende rol van productcongruentie.

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2024-04-13
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