The effect of image enhancement on influencer's product recommendation effectiveness: the roles of perceived influencer authenticity and post type

Purpose Facilitated by image retouch tools, social media influencers can digitally enhance their self-image in product recommendation posts. This paper proposes that image enhancement may serve as a cue for the audience to assess the authenticity of the influencer (“true to oneself”), which further affects the influencer's product recommendation effectiveness (i.e. attitudes toward the post and recommended product). Design/methodology/approach Experiment 1 examines the effect of image enhancement on consumers' perceived influencer authenticity and product recommendation effectiveness. Experiment 2 considers the moderating role of post type, examining the effects in informational versus storytelling posts. Findings Consumers perceived an influencer to be more authentic when the image is not enhanced; in turn, consumers reported more favorable attitudes toward the post and the recommended product upon reading the post. The effects are moderated by post type: the effect of image enhancement (through perceived influencer authenticity) exists in posts using an informational message format but is attenuated for those using a storytelling message format. Originality/value This research enriches the literature on authenticity cues by documenting a novel visual cue and contributes to influencer marketing by identifying a nuanced interactive effect between image enhancement and post type on recommendation effectiveness.