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The power of facial allure: How AI streamer facial physical and emotional attractiveness drive consumer engagement

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  • Liao, Miyan
  • Fang, Jiaming
  • Han, Lintong
  • Zhang, Yangting
  • Liu, Lu

Abstract

As artificial intelligence (AI) advances, AI streamers are playing an increasingly prominent role in livestream commerce. This research combines geometric morphometrics, machine learning, and econometric modeling to analyze 347 AI streamers from a large livestreaming platform, exploring how physical (asymmetry and typicality) and emotional (richness and expression intensity) dimensions of facial attractiveness affect consumer engagement. Contrary to previous studies on human facial aesthetics, which highlight symmetry and averageness as critical to perceived attractiveness, this study finds that facial physical asymmetry is positively associated with consumer engagement, while facial physical typicality and facial expression intensity negatively influence engagement. Facial emotional richness has no significant effect. Furthermore, high form anthropomorphism amplifies the effects of asymmetry and typicality, while weakening the impact of facial expression intensity. Notably, the positive impact of asymmetry is stronger for hedonic products, whereas utilitarian products accentuate the negative effects of typicality and facial expression intensity on consumer engagement.

Suggested Citation

  • Liao, Miyan & Fang, Jiaming & Han, Lintong & Zhang, Yangting & Liu, Lu, 2026. "The power of facial allure: How AI streamer facial physical and emotional attractiveness drive consumer engagement," Journal of Business Research, Elsevier, vol. 214(C).
    • Handle: RePEc:eee:jbrese:v:214:y:2026:i:c:s0148296326002948
    DOI: 10.1016/j.jbusres.2026.116259
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