Study unveils both pretty and ugly faces win at social selling

The COVID-19 pandemic has boosted e-commerce around the globe, including the consumer to consumer (C2C) markets on platforms such as social media. Interestingly, scholars from Lingnan University (LU) in Hong Kong have found that not only do attractive faces get better results, unattractive faces also achieve better results than plain-looking faces in online selling, particularly in expertise-relevant products and for female consumers evaluating male sellers. These novel findings, published in the prestigious international academic publication Journal of Marketing, give social sellers and e-marketers insight about how to leverage seller appearances in online selling.

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