The Professional Face: Gendered Executive Facial Cues and Follower Growth on LinkedIn

International Journal of Consumer Studies. 2026. Vol. 50. No. 2. Article e70178.

Marina Zavertiaeva, de Cabo R. M., Gimeno R., Contreras G.

This study investigates how gendered facial cues shape the visibility of executives personal brands on LinkedIn. Building on signaling theory, we analyze 5575 public executive profiles, extract facial metrics through machine-learning landmark detection, and model direct and indirect pathways to digital visibility outcomes proxied by follower counts using negative binomial regressions and generalized structural equation modeling (GSEM). Facial trustworthiness is strongly associated with follower counts for both genders, especially for women, while friendliness shows gender-opposite patterns, and attractiveness is not associated with the number of followers. Career capital (years of experience and number of roles) serves as a key mediator linking facial impressions to digital visibility outcomes. The study shows that trustworthiness can be an effective facial signal in professional digital markets; theorizes career capital as a signal-conversion mechanism; and shows how gendered role expectations can shape symbolic consumption on LinkedIn.

Keywords: гендерные различия, personal branding, персональный брендинг, trustworthiness, facial cues, gender differences, воспринимаемое доверие, Signalling theory, сигнальная теория, friendliness, LinkedIn, черты лица, дружелюбность