KOREASCHOLAR

Social media influencers are becoming increasingly important to the advertising world. As individuals who use their extensive following to endorse products, create trends and ultimately drive purchase intentions, influencers are often seen as role models, especially as pertains to body image. As such, we conduct experimental research to examine how influencer size (0 vs. 14) affects attractiveness perceptions, perfectionist expectations, and purchase intentions. Drawing on self-determination theory we find that perfectionism toward others is the underlying mechanism for the effects of motivation and size. Societal and managerial implications are discussed.

• Charles R. Taylor(Villanova University, USA)
• Yoon-Na Cho(Hongik University, Republic of Korea)
• Mivena Panteqi(Quartile, USA)