Understanding Consumer Responses to Diversity Portrayals: The Role of Authenticity in Instagram Advertising

Abstract

This master’s thesis examines how consumers perceive and respond to the portrayal of diversity and inclusion in digital advertising on Instagram. Driven by the increasing prevalence of digital advertising and the growing consumer demand for authentic brand representation, this study explores how diversity in advertising influences consumer perceptions of brands.

The research employs a mixed-methods approach, combining social media scraping of comments and posts on Instagram with in-depth qualitative interviews of Instagram users in Norway. The study focuses on a case study involving the clothing brand Monki, analyzing reactions to their decision to remove certain sizes, as well as broader consumer perspectives on diversity in advertising.

Findings reveal that consumers actively evaluate the authenticity and inclusivity of diversity portrayals in digital advertising. A lack of genuine inclusivity can lead to negative consumer sentiment, erode trust, and even spark calls for boycotts. Conversely, authentic diversity efforts enhance brand image and foster consumer loyalty. However, consumers are wary of “diversity washing” and demand transparency and accountability from brands.

This study contributes to the understanding of the complex relationship between diversity, authenticity, and consumer perception in the digital advertising landscape. The findings underscore the importance for brands to prioritize genuine inclusivity and avoid tokenistic gestures if they wish to resonate with today’s socially conscious consumers. The study also highlights the pivotal role of social media platforms and influencers in shaping public opinion and holding brands accountable for their actions.