Abstract

A flurry of advertising campaigns, legislative attempts to regulate digital modification (e.g., required disclaimers about digital modification required in France and other countries), and social movements like #MeToo have coincided with growing consumer desire for socially conscious advertising. The trend of creating socially conscious advertising is in line with consumer demand, but empirical evidence for how such advertising may affect consumer attitudes and behavior is lacking. This study investigates the role of perceived authenticity in one area of socially conscious advertising strategy. Interestingly, results indicate that while perceived authenticity of a model in an Instagram campaign may not lead to increased engagement on social media, it does improve attitude toward the brand. These results point to a potential disconnect between social media engagement with advertising content and attitudes toward the brand (i.e., high social media engagement is not always linked to brand attitude).

摘要

一连串的广告活动，规范数字修改的立法尝试（例如，法国和其他国家/地区要求有关数字修改的免责声明）以及诸如#MeToo之类的社会运动正与消费者对具有社会意识的广告的需求不断增长相吻合。制作具有社会意识的广告的趋势与消费者的需求相吻合，但是缺乏有关此类广告如何影响消费者态度和行为的经验证据。这项研究调查了感知真实性在具有社会意识的广告策略的一个领域中的作用。有趣的是，结果表明，虽然Instagram活动中模型的真实性可能不会导致社交媒体参与度的提高，但确实可以提高对品牌的态度。