Gender of the online influencer and follower: the differential persuasive impact of homophily, attractiveness and product-match

Abstract

Purpose

The purpose of this research is to extend theoretical knowledge of key variables and their interactions that impact the persuasiveness of online influencers. The study explores the interactions between influencer gender, follower gender, influencer physical attractiveness, influencer product-match and influencer-follower homophily on persuasiveness of influencer product promotions. Although the extant literature shows the persuasive impact of attractiveness, product-match, gender and homophily, less is known about the interactions of these variables with each other and the gender of the influencer and his or her followers. These gaps in the literature are explored.

Design/methodology/approach

The study is a scenario-based experiment where respondents were randomly assigned to cells where influencer attractiveness and product-match were manipulated. The variables of homophily and respondent gender were measured and recorded, respectively. The data were collected through an online survey done through Qualtrics.

Findings

The findings show that for female influencers, homophily felt by their followers is a dominant persuasive factor, which tends to supersede the variables of attractiveness and product-match. For male influencers, homophily is an incremental persuasive variable. That is, homophily, attractiveness and product-match interact such that persuasiveness is highest when all three variables are strong.

Research limitations/implications

Limitations are that the authors used a student sample and a hypothetical scenario-based experiment. Theoretical implications are interesting in that the authors have results which add to theory on the factors that make an online influencer more persuasive. Specifically, the authors contribute by extending theoretical knowledge about the interactions of key variables that influence the impact of online influencers.

Practical implications

For a manager marketing products using influencers, it is very important to stress homophily cues for female influencers more than other variables. However, for male influencers, product knowledge or match, homophily and attractiveness all need to work simultaneously to maximize influencer persuasiveness.

Social implications

One needs to understand that physical attractiveness and perceived homophily with the influencer have significant influence and persuasiveness, regardless of product or service. Hence, there needs to be social responsibility in what is advertised and promoted, given that followers may be persuaded by influencers no matter what the product or service is.

Originality/value

To the best of the authors' knowledge, this is the first study that explores the persuasiveness of online influencers from the perspective of the variable interactions described above.

Citation

Gupta, P., Burton, J.L. and Costa Barros, L. (2023), "Gender of the online influencer and follower: the differential persuasive impact of homophily, attractiveness and product-match", Internet Research, Vol. 33 No. 2, pp. 720-740. https://doi.org/10.1108/INTR-04-2021-0229