Abstract 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.

中文翻译：

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我喜欢她的＃认可：女性社交媒体有影响力者的直觉，消费者嫉妒和产品类型的影响

摘要在对影响者成功的检验中，当前的研究来自品牌个性文献，并将社交媒体影响者（SMI）识别为人类品牌。具体而言，本研究调查了影响者的直觉特质和消费者嫉妒感如何影响消费者对影响者的评价以及跨不同产品类型的品牌认可。数据表明，参与者报告对高收益SMI的态度更为满意，而嫉妒则是一个重要的主持人，增强了参与者对低收益影响者的态度。此外，虽然品牌态度不会因影响者对某象征产品的诚意程度而有所不同，但在赞同功利主义产品时，高诚意影响者在吸引参与者满意的品牌态度方面更为有效。