Decoding Influencer Marketing Effectiveness: Examining Impacts of Attractiveness and Netizen Comments

This study investigates the impact of influencer attractiveness in selfies and moderating effects of netizen comments on consumer brand attitudes and purchase intentions through an online survey.The Elaboration Likelihood Model serves as the theoretical lens for hypothesis development and analysis.Results indicate positive effects of physical attractiveness on brand attitudes and negative relationships with purchase intentions.Furthermore, positive netizen comments strengthen influencer-related attitudes but weaken purchase intention links.By incorporating social dynamics, this research addresses gaps in influencer marketing literature and offers actionable guidelines for optimizing use of web-based personas to drive marketing outcomes.