An investigation of influencer body enhancement and brand endorsement
Document Type
Article
Publication Date
2022
Keywords
Cosmetic surgery services, Social perceptions, Morality, Influencer marketing, Professional services, Experimental design, Social media
Abstract
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.
Digital Object Identifier (DOI)
https://doi.org/10.1108/JSM-12-2020-0509
Citation / Publisher Attribution
Journal of Services Marketing, v. 36, issue 1, p. 59-72
Scholar Commons Citation
Lefebvre, Sarah and Cowart, Kelly, "An investigation of influencer body enhancement and brand endorsement" (2022). School of Marketing and Innovation Sarasota Manatee Campus Faculty Publications. 13.
https://digitalcommons.usf.edu/mai_facpub_sm/13
Was this content written or created while at USF?
Yes
