The role of fashion influencers’ attractiveness: A gender-specific perspective

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:

• Influencer marketing
• social media
• fashion
• attractiveness
• Cialdini principles
• antiattractiveness bias

Disclosure statement

No potential conflict of interest was reported by the author(s).

Data availability statement

The data that support the findings of this study are available upon request from the corresponding author. The data are not publicly available due to privacy and/or ethical restrictions.

Credibility (Ohanian, 1990)

The person is reliable.

The person is honest.

The person is dependable.

The person is sincere.

Purchase Intention (Wiedmann et al., 2014)

I would be ready to buy products by the brand BOSS in the future.

I would have the intention to buy products by the brand BOSS in the future.

Likeability (Whittler & DiMeo, 1991)

The person is approachable.

(If I lived in a shared flat) I would want this person as a roommate.

The person is warm.

I would seek advice from this person.

The person is adorable.

The person is kind.

I would like to be friends with this person.

I would like to see this person as a colleague.

Additional information

Funding

This research did not receive any funding.

Notes on contributors

Walter Von Mettenheim

Walter Von Mettenheim, M.Sc., is a research associate and PhD student under the chair of marketing and management at Leibniz University Hannover. His subjects of research and teaching are celebrity and influencer marketing, luxury marketing, brand management and B2B marketing. Mr. von Mettenheim is a member of the Academy of Marketing Science and has spoken at the AMS Annual Conference and World Marketing Congress. He is a visiting lecturer at the University of Applied Sciences FOM.

Klaus-Peter Wiedmann

Klaus-Peter Wiedmann is a professor of marketing at the Institute of Marketing and Management at Leibniz University Hannover. His subjects of research, teaching and consulting are societal marketing, strategic marketing, international marketing, innovation marketing, brand management, corporate identity, consumer behaviour, marketing research and online marketing. Professor Wiedmann has published over 600 academic publications, some of which have received awards from important organisations. Moreover, Professor Wiedmann has been appointed as a member of the editorial board of five international journals.