I Like What She’s #Endorsing

The Impact of Female Social Media Influencers’ Perceived Sincerity, Consumer Envy, and Product Type

Bibliographic Data

ID21737814
AuthorsJung Ah Lee (0000-0002-5837-3008, The University of Texas at Austin, corresponding author), Matthew S Eastin (0000-0002-5618-1360, The University of Texas at Austin)
Year2020
Volume20
Issue1
Pages76-91
Publication date2020-01-02
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueJournal of Interactive Advertising (JOURNAL)
Journal identifiersISSN: 1525-2019 • E-ISSN: 1525-2019
PublisherInforma UK Limited (PUBLISHER • GB)
DOI10.1080/15252019.2020.1737849
OpenAlexW3010534835
LanguageEN
Citations received56
References cited58

In an examination of influencer success, the current research draws from brand personality literature and identifies social media influencers (SMIs) as human brands. Specifically, this research examines how an influencer’s perceived sincerity trait and consumer envy influence consumers’ evaluations toward the influencer as well as brand endorsements across different product types. Data indicate that participants report a more favorable attitude toward a high-sincerity SMI, and envy was a significant moderator that enhanced participants’ attitude toward a low-sincerity influencer. In addition, whereas brand attitude did not differ by influencers’ sincerity levels for a symbolic product, the high-sincerity influencer was more effective in eliciting favorable brand attitude from participants when endorsing a utilitarian product. Implications of the findings are discussed with suggestions for future research

Advertising · Business · Influencer marketing · Marketing management · Moderation · Product type · Sincerity · Trait · Digital Marketing and Social Media · Gender, Feminism, and Media · Media Influence and Health · Psychology · Social Psychology · Marketing

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