How a social media influencer speaks can be just as powerful as what they say when promoting a brand. New research from China has found that the match between an influencer’s accent and a brand’s personality can strongly influence how consumers respond, offering valuable insights for the hospitality and tourism industry. The findings were published in the Journal of Hospitality & Tourism Research.
The study, led by Rong Zou from Zhongnan University of Economics and Law, explored whether regional accents affect how audiences perceive restaurant brands. Through four experiments, the researchers discovered that when an influencer’s accent matched the personality of the brand, people viewed the brand more positively. Southern-accented influencers, often perceived as gentle and refined, enhanced the appeal of sophisticated restaurant brands. In contrast, northern-accented influencers, seen as bold and straightforward, boosted the image of rugged brands.
The researchers explained that this effect occurs because of “processing fluency,” which refers to how easily people understand and interpret information. When the influencer’s accent aligns with the brand’s personality, consumers find the message easier to process and respond to more favourably. The sense of closeness between consumers and influencers, known as psychological distance, also influenced results. When audiences felt a stronger personal connection, the match between accent and brand personality became even more effective.
To test this, participants listened to or watched influencers with southern or northern Chinese accents promoting restaurants with different personalities. The restaurants Lou Wailou and Xibei Oat Village were used to represent sophisticated and rugged brands. Participants who experienced matching combinations reported more positive attitudes and a higher likelihood of visiting or recommending the restaurant.
The findings highlight how regional identity and subtle communication cues can shape consumer psychology in digital marketing. They also show that social media influencers play a modern role similar to traditional brand ambassadors. In a global and competitive market, details such as accent, tone, and warmth can affect how messages resonate with audiences.
For marketers, the research shows that choosing influencers whose personal traits match their brand’s image can improve authenticity and trust. This is particularly useful for brands working with microinfluencers, who are often viewed as more relatable and credible.
Although the research focused on Chinese restaurants, its insights apply to global marketing. Understanding how accent and personality shape consumer responses can help brands design campaigns that better connect with audiences in different cultures.