The Influence of Influencer’s Appearance Type on Consumer’s Attitude

Abstract

In the era of modern technology development, traditional marketing is losing its popularity and efficiency. The development of various mobile platforms and social networks has led to the emergence of SMM marketing. This type of influence marketing is increasingly popular. The influencer has a complete audience who believes in his suggestions and opinions. So why the penetration of advertising is more stable and effective? In influence marketing, compared with traditional marketing, consumers have a more positive attitude towards advertising and products. The purpose of this study to analyse the impact of influencer appearance in advertising on consumer attitude. The paper has been conducted with a literature review of relevant theories, including trustworthiness, product consumer fit, perceived similarity, product endorser fit, purchase willingness, and consumer attitude. Based on perceived similarity and trustworthiness theory, this paper constructs the model of impact model appearance on consumer attitude.