Introduction
Communication and connection are essential elements of human life; thus, scholars strive to investigate reasons for better interaction of some individuals with specific people rather than with others. One of the possible explanations was proposed by the supporters of attraction theory, which, as the title suggests, means that affinity to a person based on specific traits and characteristics plays an essential role in communications (Chen, 2020). For example, the article titled “How is the interpersonal charisma of online bloggers formed? A perspective of the similarity-attraction theory” discusses possible reasons for users to become interested in particular bloggers. This paper was published in the International Journal of Organizational Innovation in 2020 by Chun-Chi Chen. The research results showed that individuals choose influencers to follow on social media based on similarity of self-perception, worldview, and cognitive abilities.
Main body
This study was conducted among Chinese consumers who used bloggers’ business models as guidance for purchasing on the web. The questionnaire that was sent to the participants of this research tried to explore the interpersonal attraction between followers and influencers, and the results were analyzed using AMOS statistical software (Chen, 2020). There were 491 respondents in this survey of age 19-50, among whom 58% were female, and 42% were male (Chen, 2020). Each characteristic that was believed to play a role in interpersonal attraction was separately checked for validity. Specifically, the author listed sense of worth, belief, personality, attitude, cognitive ability, and perception are critical for attraction between online shoppers and bloggers (Chen, 2020). Notably, the research demonstrated that product type did not significantly influence people’s choices, but personal appeal did (Chen, 2020). This understanding has an important implication for influencers. However, since this study was cross-sectional, it may be biased and relevant to only a specific period in time. Nevertheless, this article made a significant contribution to confirming that attraction theory is applicable even in the digital world.
Attraction theory was shown to be a working model of human interaction both in offline and online realms. This theory states that groups become attracted to a person who has similarities with them, and the reverse is also true (Chen, 2020). It can be considered an intuitive explanation because humans have an evolutionarily-installed instinct to develop an affinity for individuals who share common physical, emotional, cognitive, and spiritual traits with them. The same principle was demonstrated to be applicable on social media, where users are more likely to follow a blogger who reflects consumers’ internal or external beliefs about themselves and the world (Chen, 2020). It does not mean that individuals are not allured by someone who is perceivably more attractive, more intelligent, or confident. However, this relationship may never be established due to the lack of reciprocity. Therefore, the essence of communication is mutual captivation based on particular features, which are perceived positively by the parties.
Summary
In summary, social attraction theory suggests that people are drawn to each other based on specific characteristics that are viewed as mutually appealing. It is believed that individuals often want to establish a connection with those they have similarities with. For instance, the paper discussed in this essay presented the study results where online customer behavior was explored concerning their attraction to bloggers who advertised particular products. The research results showed that users are more likely to make decisions about following an influencer based on personal affinity rather than product type. It means that attraction theory seems to be a powerful tool for marketing and seller-client communication.
Reference
Chen, C. C. (2020). How is the interpersonal charisma of online bloggers formed? A perspective of the similarity-attraction theory. International Journal of Organizational Innovation, 13(2), 225-241.