A delegation from the Doctoral School Communication, Public Relations and Advertising from the Faculty of Politica, Administrative, and Communication Sciences of the Babes-Bolyai University participated at the annual conference of the American Academy of Advertising in Portland, USA, from March 14th to 17th, 2024. The American Academy of Advertising is a prestigious association of advertising scholars. The PhD candidate Marius Mauer, alongside Professor Delia Balaban Ph.D. and Associate Professor Meda Mucundorfeanu Ph.D. presented the results of their research on the effects of the retouched images used by social media influencers on Instagram sponsored posts. They highlighted the moderating role of product involvement in the relationship between the recognition of the the digital alteration of pictures and the perceived credibility of the influencer. The research has  theoretical and practical implications for policymakers, marketers, educators, and influencers.