The branding power of social media influencers: an interactive marketing approach

This study investigates the impact of homophily, influencer social presence, and influencer physical attractiveness on affinity in the beauty and fashion industry through influencer marketing. Trust and loyalty mediating roles are also explored in connection with customer purchase intention. The data was collected from 408 respondents via a digital survey questionnaire and analysed the proposed model using Smart PLS 4.0. Results show a positive influence of homophily, influencer social presence, and influencer physical attractiveness on consumer purchase intention, partially mediated by affinity, trust, and loyalty. The significance of affinity suggests that a strong emotional connection with influencers plays a crucial role in shaping purchasing decisions. The current study contributes to the existing body of knowledge by examining the roles of affinity, trust, and loyalty in homophily, influencer social presence, influencer physical attractiveness, and consumer purchase intention within the beauty and fashion industry—a relatively unexplored area. These insights are valuable for industry practitioners aiming to build trust, establish a strong social presence, and enhance customer loyalty. Thus, this study highlights the pivotal role of affinity and offers practical guidance for influencer marketing strategies that can boost customer purchase intention and foster client loyalty within the fashion and beauty industry.

本研究围绕美妆时尚行业的网红营销场景展开，探究同质性（homophily）、网红社交存在感（influencer social presence）与网红外形吸引力（influencer physical attractiveness）对消费者亲和感（affinity）的影响，并同步探讨信任与忠诚在消费者购买意愿中的中介作用。本研究通过数字化调查问卷收集了408份有效样本数据，并采用SmartPLS 4.0对所提出的研究模型进行实证分析。研究结果表明：同质性、网红社交存在感及网红外形吸引力均对消费者购买意愿产生显著正向影响，且该影响可通过亲和感、信任与忠诚实现部分中介。亲和感的显著效应揭示，与网红建立的紧密情感联结对消费者购买决策具有关键性塑造作用。本研究的理论贡献在于，在美妆时尚这一相对未被充分探索的领域中，考察了亲和感、信任与忠诚在同质性、网红社交存在感、网红外形吸引力与消费者购买意愿间的传导路径，填补了相关研究的空白。上述研究结论对于致力于构建品牌信任、强化社交存在感并提升顾客忠诚度的行业从业者而言具有重要实践价值。综上，本研究凸显了亲和感的核心枢纽作用，并为美妆时尚行业内能够有效提升消费者购买意愿、培育客户忠诚度的网红营销策略提供了切实可行的实践指导。