Building Brand Authenticity on Social Media: The Impact of Instagram Ad Model Genuineness and Trustworthiness on Perceived Brand Authenticity and Consumer Responses

This study explores how Instagram images’ facial expressions and aesthetics affect consumers’ evaluations. Smiling faces and snapshot aesthetics enhance perceived source genuineness, leading to greater brand authenticity and trust, positively impacting consumer attitudes and intentions.

February 2021 · Jing Yang, Camilla Teran, Ava Francesca Battocchio, Ebbe Bertellotti, Shannon Wrzesinski