影响力营销
同性恋
可靠性
吸引力
美女
外表吸引力
广告
社会化媒体
说服
来源可信度
心理学
社交网络(社会语言学)
业务
社会心理学
营销
关系营销
政治学
法学
市场营销管理
精神分析
作者
Karina Sokolova,Hajer Kéfi
标识
DOI:10.1016/j.jretconser.2019.01.011
摘要
Nowadays social network influencers play an important role in marketing by introducing products to their audience. In this article, we investigate the persuasion cues related to beauty and fashion influencers present on YouTube and Instagram. More precisely, we investigate how the para-social interaction (PSI) the audience creates with the online influencer, along with their perceived credibility, are related to the purchase intention and how they are, in turn, related to the social and physical attractiveness and attitude homophily. We base our research on four beauty influencers popular in France and control our results by the age of the participants and by the influencer. We find that attitude homophily is positively related to PSI but, surprisingly, the physical attractiveness shows negative relationship or no evidence of relationship. Both credibility of the influencers and PSI exhibit significant and positive relationships to purchase intention.
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