Abstract
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.
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