Leveraging online selling through social media influencers
通过两项实验（共995人）发现，网红的面部表情（大笑vs微笑）与推荐类型（享乐vs实用）的匹配度会影响消费者参与度和购买意愿，大笑更适合享乐型推荐。
While prior research suggests that facial expression influences consumer behavior, it remains unclear under which conditions specific emotional expressions on social media drive sales performance and customer engagement. Drawing on the facial feedback hypothesis and the emotional congruence framework, two pre-registered experimental studies (N = 995) demonstrate that the fit between facial expressions (broad vs. slight smile) and endorsement type (hedonic vs. utilitarian) influence engagement and consumers’ purchase intents. Findings indicate that broad (vs. slight) smiles are more likely to enhance consumer responses when paired with hedonic endorsements driven by emotional contagion. Conversely, slight smiles are equally suited for both types of endorsements and do not foster emotional contagion. The findings offer actionable insights for maximizing consumer engagement and purchase intents within social media marketing efforts.