An investigation into the sexualization of human and virtual social media influencers

Purpose Drawing on objectification theory and literature exploring sex appeals and ethics in advertising, this paper aims to investigate how brand partnerships with sexualized influencers (both human and virtual) affect consumers’ trust in and attitude toward the partnering brand. Design/methodology/approach A pilot study determined that, akin to their human counterparts, virtual influencers are also sexualized. The effect of influencer sexualization on brand trust (Study 1) and attitude toward the brand (Study 2) is then examined. The moderating role of influencer type, with consumer perceptions of post offensiveness and ethical judgments as sequential mediators are tested in both studies. Findings When influencers are sexualized, regardless of whether they are human or virtual, brand outcomes are negatively impacted with participants reporting lower trust in and attitudes toward partnering brands, an effect mediated by post offensiveness and ethical judgments. Research limitations/implications This work contributes to the discourse on sexual appeals within the influencer realm and finds that, as it relates to sexualized content, consumers hold both human and virtual influencers to similar standards. Practical implications Results suggest that overtly sexual influencer posts (both human and virtual) are viewed as offensive and result in decreased consumer trust and attitudes toward partnering brands. Originality/value Research has yet to examine how consumers perceive brands that partner with sexually depicted influencers. This research is the first to explore the negative impact of sexualization of human and virtual influencers on partnering brands, and the underlying mechanisms that drive this relationship.