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Beyond persuasion Knowledge: Examining the roles of visual appeal, visual congruence, and social proof in influencer advertising

Author

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  • Kong, Juan
  • Lou, Chen

Abstract

In digital marketing, social media influencers are pivotal in shaping consumer-brand relationships. However, sponsorship disclosures often elicit skepticism, undermining Engagement and perceived authenticity. This study explores how visual appeal, visual congruence, and social proof enhance consumer Engagement with sponsored content, with ideal self-congruence acting as a mediator. Grounded in self-congruity theory and the Elaboration Likelihood Model (ELM), we hypothesize that visual cues mitigate the adverse effects of sponsorship disclosures through distinct psychological mechanisms. A survey of 292 participants reveals that visual congruence enhances Engagement directly by fostering cognitive authenticity and identity alignment, as well as indirectly through ideal self-congruence. Visual appeal, as a peripheral cue, drives Engagement exclusively through ideal self-congruence. Meanwhile, social proof operates independently of self-congruence, leveraging heuristic validation to boost Engagement. These findings advance the understanding of visual persuasion in influencer marketing, offering actionable strategies for brands to design content that maintains transparency while fostering authenticity and psychological resonance.

Suggested Citation

  • Kong, Juan & Lou, Chen, 2026. "Beyond persuasion Knowledge: Examining the roles of visual appeal, visual congruence, and social proof in influencer advertising," Journal of Retailing and Consumer Services, Elsevier, vol. 88(C).
    • Handle: RePEc:eee:joreco:v:88:y:2026:i:c:s0969698925002814
    DOI: 10.1016/j.jretconser.2025.104502
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