Title

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

Was this content written or created while at USF?

Yes

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