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1. Introduction
Cosmetic surgery is defined as elective procedures that focus on enhancing appearance through surgical and medical techniques (American Academy of Cosmetic Surgery, 2021). The ability to permanently enhance the natural body shape and size through cosmetic surgery has typically been stigmatized, making it taboo to discuss even with friends and family. However, in 2019, more than 18.1 million cosmetic surgery services were performed in the United States (USA) alone. Most of these procedures were body, rather than facial, enhancements; breast augmentation and liposuction were the two top surgical procedures. Furthermore, buttock augmentation with fat grafting experienced the largest growth with a 17% increase from 2018 to 2019 (American Society of Plastic Surgeons, 2020). The surge in cosmetic surgery services raises the question: Has this once unmentionable topic become socially acceptable? This research informs that discussion by examining the normalization of body enhancement (BE) by social media influencers (SMIs) and the eventual impact on endorsed brands.
In the 1990s, many cosmetic surgery patients wanted to look like celebrities. In the 2000s, a cultural shift toward reality television created a new category of “stars” who became models for cosmetic surgery (e.g. the Kardashians). Today, people’s desires for an idealized version of themselves are being motivated by SMIs (ISAPS, 2018), for whom cosmetic surgery is quite common and has played an integral role in establishing these human brands. Human brands refer to individuals whose career, public appearance and endorsements are carefully controlled to enhance their personal appeal and distinguish them from others (Thomson, 2006). Social media marketing generated US$9.7bn in 2020 Statista, 2021) largely as a result of SMIs who brokered brand endorsements with the intent of affecting consumer decision-making (Nascimento et al., 2020). Compared to traditional celebrities, consumers feel more connected with influencers, creating a sense of interpersonal intimacy and a desire to imitate them (Kowalczyk and Pounders, 2016).
The source credibility model postulates that expertise and trustworthiness create the perceived credibility of a source (Yuan and Lou, 2020). Building on this, researchers have shown that the perceived credibility (Argyris et al., 2021), and trustworthiness Jin et al. (2019) of SMIs are the most effective traits in promoting an endorsed brand. While trustworthiness and expertise are paramount, the visual, picture-orientated...