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3.2a Are Sincere Looking Social Media Influencers Better Brand Endorsers? An Investigation of Influencer Personality, Consumer Envy and Identification
Abstract
Despite the noteworthy growth of Social Media Influencers (SMIs), limited research delves into what makes SMIs attractive, follow-worthy and effective brand endorsers. To empirically investigate influencer success, the current research draws from the brand personality literature and identify influencers as human brands. A 2(SMI’s perceived sincerity level: low vs. high) x 2(product type: utilitarian vs. symbolic) between-subjects design was conducted (N = 232). While participants’ evaluation of influencer’s brand endorsement varied across product types for low-sincerity influencer, it did not vary for high-sincerity influencer. Additionally, envy moderated the effect of influencer’s sincerity level on attitude towards the influencer. Specifically, only for low-sincerity influencer, participant envy positively enhanced attitude towards the influencer. The interaction effect of envy and identification is also explored. Implications of the findings are discussed with suggestions for future research.
First & Corresponding Author
Jung Ah Lee, University of Texas
Authors in the order to be printed.
Jung Ah Lee,University of Texas; Matthew Eastin, University of Texas