How attractiveness and value similarity drive social media live streaming purchases: a hybrid SEM-ANN approach

Purpose – This research explores how influencers’ social and physical attractiveness influences consumers’ purchase intentions within social media live streaming (SMLS). We specifically examine the roles of emotional attachment and immersive experience in this process, while also considering the moderating effect of value similarity. Design/methodology/approach – Drawing on attachment theory, parasocial interaction theory, and similarity-attraction theory, this study developed a conceptual model and employed a hybrid SEM-ANN approach to analyze data from 251 valid respondents. SEM was used to test the hypothesized relationships, while ANN was applied to explore the importance and non-linear effects among key predictors. Findings – The results show that social attractiveness significantly promotes emotional attachment, whereas physical attractiveness does not. Emotional attachment significantly affects purchase intention, with immersive experience serving as a mediator. Value similarity enhances the effect of social attractiveness on emotional attachment. Originality/value – This study identifies social attractiveness as the strongest predictor of emotional attachment and purchase intention, challenging the traditional notion that “beauty is power.” It also confirms the interaction between value similarity and influencer traits in shaping emotional attachment, highlighting a new relational pathway in SMLS. Our findings offer practical guidance for stakeholders in the social media ecosystem to foster consumer engagement and drive sales.