Details
| Original language | English |
|---|---|
| Pages (from-to) | 263-290 |
| Number of pages | 28 |
| Journal | Communication Research and Practice |
| Volume | 7 |
| Issue number | 3 |
| Publication status | Published - 26 Jan 2022 |
Abstract
In this study, we investigate how the attractiveness and gender of an influencer impact receivers’ reaction depends on the users’ own attractiveness and gender. In social media, these variables may play different roles for individuals in varying contexts. To analyse these issues, a survey including 374 observations was conducted and analysed through structural equation modelling in SmartPLS. The results of our quantitative investigation were partially counter-intuitive. In most cases, a highly attractive influencer is more advantageous than an influencer of low attractiveness. More surprisingly, for male fashion, a female influencer appears to be more advantageous. Explanations are provided; based on the findings and implications for practitioners and influencers are proposed.
Keywords
- antiattractiveness bias, attractiveness, Cialdini principles, fashion, Influencer marketing, social media
ASJC Scopus subject areas
- Social Sciences(all)
- Communication
- Computer Science(all)
- Human-Computer Interaction
- Social Sciences(all)
- Political Science and International Relations
- Computer Science(all)
- Computer Networks and Communications
- Business, Management and Accounting(all)
- Marketing
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In: Communication Research and Practice, Vol. 7, No. 3, 26.01.2022, p. 263-290.
Research output: Contribution to journal › Article › Research › peer review
}
TY - JOUR
T1 - The role of fashion influencers’ attractiveness
T2 - A gender-specific perspective
AU - Von Mettenheim, Walter
AU - Wiedmann, Klaus-Peter
N1 - Funding Information: This research did not receive any funding.
PY - 2022/1/26
Y1 - 2022/1/26
N2 - In this study, we investigate how the attractiveness and gender of an influencer impact receivers’ reaction depends on the users’ own attractiveness and gender. In social media, these variables may play different roles for individuals in varying contexts. To analyse these issues, a survey including 374 observations was conducted and analysed through structural equation modelling in SmartPLS. The results of our quantitative investigation were partially counter-intuitive. In most cases, a highly attractive influencer is more advantageous than an influencer of low attractiveness. More surprisingly, for male fashion, a female influencer appears to be more advantageous. Explanations are provided; based on the findings and implications for practitioners and influencers are proposed.
AB - In this study, we investigate how the attractiveness and gender of an influencer impact receivers’ reaction depends on the users’ own attractiveness and gender. In social media, these variables may play different roles for individuals in varying contexts. To analyse these issues, a survey including 374 observations was conducted and analysed through structural equation modelling in SmartPLS. The results of our quantitative investigation were partially counter-intuitive. In most cases, a highly attractive influencer is more advantageous than an influencer of low attractiveness. More surprisingly, for male fashion, a female influencer appears to be more advantageous. Explanations are provided; based on the findings and implications for practitioners and influencers are proposed.
KW - antiattractiveness bias
KW - attractiveness
KW - Cialdini principles
KW - fashion
KW - Influencer marketing
KW - social media
UR - http://www.scopus.com/inward/record.url?scp=85123739315&partnerID=8YFLogxK
U2 - 10.1080/22041451.2021.2013087
DO - 10.1080/22041451.2021.2013087
M3 - Article
AN - SCOPUS:85123739315
VL - 7
SP - 263
EP - 290
JO - Communication Research and Practice
JF - Communication Research and Practice
IS - 3
ER -