Abstract

This study builds on the growing literature of social media and brand authenticity literature through an exploration of the impact of Instagram images’ expressive facial and visual aesthetics on consumers’ evaluation of a source (i.e., model in the image) and brand. The findings showed that a smiling (versus nonsmiling) facial expression and a snapshot (versus studio) photography aesthetic resulted in higher perceived source genuineness. Following the theoretical rationale of the meaning transfer model, our findings further revealed the positive effect of perceived source genuineness on an endorsed brand’s perceived authenticity via mediation of perceived source trustworthiness. Moreover, this positive effect of model genuineness was found to carry over to consumers’ brand attitudes and behavioral intentions.

摘要

本研究建立在不断增长的社交媒体文献和品牌真实性文献的基础上，通过探索 Instagram 图像富有表现力的面部和视觉美学对消费者对来源（即图像中的模特）和品牌的评价的影响。研究结果表明，微笑（相对于非微笑）面部表情和快照（相对于工作室）摄影美学导致更高的感知来源真实性。遵循意义转移模型的理论原理，我们的研究结果通过感知来源可信度的中介进一步揭示了感知来源真实性对认可品牌感知真实性的积极影响。此外，模型真实性的这种积极影响被发现会延续到消费者的品牌态度和行为意图中。