Social and Psychological Aspects

Examining the Influence of Ideal Body Types in Social Media Influencer Advertising: Impacts on Adult Male Consumer Behavior

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Abstract

Existing literature discusses how and to what extent ideal body images portrayed in advertisements affect consumption behavior (e.g., Lou & Tse, 2021); however, the research has mainly focused on females, leaving a notable gap in the literature. With SMIs being prevalent in contemporary advertising practices, it is crucial to understand how influencer marketing featuring ideal body types influences male consumers' consumption behavior towards food and beverages in an effort of manage their appearance. This concept paper aims to review the current literature and theoretical frameworks to address the following research question: How do SMIs with an “ideal” body affect food and beverage consumption behavior among adult Gen Z cisgender straight males? By investigating the effects of ideal body types portrayed by SMIs on male consumption behavior, this research seeks to understand the relationships between advertising, body image, and consumer decision-making toward their appearance management.

Keywords: male, body image, social media influencers, marketing, purchase intention

How to Cite:

Payne, K. & Kim, J., (2025) “Examining the Influence of Ideal Body Types in Social Media Influencer Advertising: Impacts on Adult Male Consumer Behavior”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18507