Abstract
This study focused on the increased usage of social media as a corporate marketing tool and the growth of the athleisure wear industry. This study examined the effect of Instagram advertising model type, comment tendency, and perceived body image of female consumers on the intention to purchase athleisure apparel. Paying attention to the fact that athleisure apparel has been prospering mainly among female consumers, the study gathered 400 women between 10s to 40s. Moreover, 2 (ad model type: sports star vs. influencer) × 2 (comment tendency: positive vs. negative) × 2 (perceived body image: high vs. low) ANOVA was used to present the results. As a result of the study, the main effect of the comment tendency and the perceived body image of female consumers were revealed, and no interaction effect occurred. Based on these results, discussions, and suggestions were presented.
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