Short answer

Embrace authenticity in visual content to foster stronger consumer connections and drive sales.

Field: Innovation & Markets
Source: Psychology and Marketing (2023)
Method: Mixed-methods (Experiment and Quasi-experiment with ex-post facto design)
Sample: 325 participants (171 in experiment, 154 in quasi-experiment)
Evidence: Strong effect

Presenting a more authentic and unfiltered image on social media by influencers leads to increased follower purchase intention and improved follower well-being. This innovation & markets research insight is drawn from a 2023 study published in Psychology and Marketing. Using Mixed-methods (experiment and quasi-experiment with ex-post facto design) with 325 participants (171 in experiment, 154 in quasi-experiment), researchers explored how this design variable affects real-world outcomes. The key design takeaway: Embrace authenticity in visual content to foster stronger consumer connections and drive sales.

Study

Innovation & MarketsRecentStrong effect

Genuine Influencer Depictions Boost Follower Well-being and Purchase Intent

Presenting a more authentic and unfiltered image on social media by influencers leads to increased follower purchase intention and improved follower well-being.

Psychology and Marketing · 2023

Key Findings

01Genuine influencer depictions lead to fewer upward social comparisons among followers.
02Reduced upward comparisons positively impact followers' self-esteem and overall well-being.
03Genuine influencer content increases followers' purchase intention for promoted products.
04The mediating process of social comparison for purchase intention was not observed in males when interacting with male influencers.

Application

Design takeaway

Embrace authenticity in visual content to foster stronger consumer connections and drive sales.

How to apply

When developing marketing campaigns or creating content for social media, deliberately reduce the use of heavy filters and artificial enhancements to showcase a more genuine product or lifestyle.

Project actions

01Consider how your design choices can encourage or discourage authenticity in user-generated content.
02When researching user perceptions, ask about their feelings of comparison and self-esteem related to different types of visual content.

Method & Evidence

AimTo investigate how genuine versus non-genuine visual self-presentations by social media influencers affect their followers' purchase intention and well-being.

MethodMixed-methods (Experiment and Quasi-experiment with ex-post facto design)

ProcedureTwo studies were conducted: an experiment exposing participants to genuine vs. non-genuine influencer content and a quasi-experiment analyzing existing data. Both assessed the impact on self-esteem, well-being, and purchase intention, also examining gender differences.

Sample325 participants (171 in experiment, 154 in quasi-experiment)

ContextSocial media influencer marketing and consumer psychology

Variables

IVGenuineness of influencer depiction (genuine vs. non-genuine)

DVFollower well-being (e.g., self-esteem) and brand purchase intention

CVType of product, influencer characteristics (beyond genuineness), platform context (implied)

Strengths & Limitations

Strengths

+Employs both experimental and quasi-experimental designs for robust findings.
+Investigates both consumer behavior (purchase intention) and psychological impact (well-being).

Limitations

The specific social media platforms and influencer types studied might not apply to all contexts. The definition of 'genuine' can be subjective.

Reliability & validity

The use of multiple study designs (experiment and quasi-experiment) enhances the study's validity. Reliability would depend on the precise measurement instruments used for well-being and purchase intention.

Think critically

To what extent can 'genuineness' be strategically manufactured, and does the perception of authenticity matter more than actual authenticity?

Design Principles

"Authenticity in representation fosters trust and positive user outcomes."

This research highlights a critical shift in influencer marketing, suggesting that transparency and authenticity are not just ethical considerations but also powerful drivers of consumer behavior and positive user experience. Designers and marketers should consider how to foster genuine connections rather than purely aspirational ones.

What This Means for Your Design

Showing real, unedited pictures of yourself or products makes people feel better about themselves and more likely to buy things.

How to use in your project

1.Use this research to justify a design choice that prioritizes genuine representation over idealized portrayals in your design project.
2.Cite this study when discussing the psychological impact of visual content on users and consumers.

Add to My Project

Quick Cite

Paragraph starter

Research indicates that genuine visual self-presentations by social media influencers significantly enhance follower well-being and purchase intention by reducing upward social comparisons. This suggests that design projects aiming for consumer engagement should prioritize authentic content over idealized portrayals to foster trust and positive user sentiment.

Source

Psychology and Marketing

To be real or not to be real? The effect of genuine (vs. nongenuine) depictions of social media influencers on followers' well‐being and brand purchase intention

journal · 2023

View source

Questions About This Research

What does the research say about genuine influencer depictions boost follower well-being and purchase intent?: Embrace authenticity in visual content to foster stronger consumer connections and drive sales. Evidence: Psychology and Marketing (2023).
Why does "Genuine Influencer Depictions Boost Follower Well-being and Purchase Intent" matter for design?: This research highlights a critical shift in influencer marketing, suggesting that transparency and authenticity are not just ethical considerations but also powerful drivers of consumer behavior and positive user experience. Designers and marketers should consider how to foster genuine connections rather than purely aspirational ones.
How can designers apply this research?: Embrace authenticity in visual content to foster stronger consumer connections and drive sales.
What were the main findings?: Genuine influencer depictions lead to fewer upward social comparisons among followers.. Reduced upward comparisons positively impact followers' self-esteem and overall well-being.. Genuine influencer content increases followers' purchase intention for promoted products.. The mediating process of social comparison for purchase intention was not observed in males when interacting with male influencers.
What research method was used?: Mixed-methods (Experiment and Quasi-experiment with ex-post facto design) with 325 participants (171 in experiment, 154 in quasi-experiment).
How strong is the evidence?: Evidence strength is rated Strong effect, based on a 2023 journal from Psychology and Marketing.
What should I do differently in my next project?: When developing marketing campaigns or creating content for social media, deliberately reduce the use of heavy filters and artificial enhancements to showcase a more genuine product or lifestyle.
What are the limitations?: The study's findings regarding gender differences in social comparison mediation require further exploration. The specific platforms and types of influencers studied may not generalize to all social media contexts.