隨者網際網路發達，也讓許多素人靠著網路作為傳播媒介，拍攝有趣的影片等等，迅速成為網路紅人。並也因為現在多數人改變消費習慣，由傳統零售百貨改至網路店商平台，更多消費者上網選購商品時，會因為喜愛的網紅所推薦的商品而購買，許多廣告業者也相中這一點，找網紅代言推薦商品提高銷售量。
而本研究所探討的美妝產業，將以日本電通廣告公司（dentsu）提出的 AISAS 為藍本的網路消費模式－注意（Attention）興趣（Interest）搜索(Search) 行動（Action）分享（ Share）並結合亞里斯多德（Aristotle）溝通三要素—人格（ethos）、情感（pathos）、邏輯（logos）來分析知名網紅的說服策略。
根據研究結果顯示，網紅主要靠本身人格特質而吸引觀眾注意，接者因邏輯清晰度而引發觀眾興趣，並也因為邏輯說服策略使觀眾產生搜尋-行動-分享之模式。
The phenomenon of social media has provided many with a platform for reaching a wider audience - allowing individuals with the entrepreneurial spirit to create their own brand and fan following.
These days, many people find themselves relying on the expert recommendations from these online personalities when they need to make an informed decision when purchasing a product. In fact, this trend has become so prevalent that advertising companies are actively seeking partnerships with these online celebrities in order to increase their product sales and revenue.
In this paper, we will apply the online consumer spending model (AISAS), developed by the Japanese marketing agency (Dentsu), and attempt to look at its effectiveness on the cosmetic industry. Specifically, we will analyze how the model's emphasis on (attention), (search), (action), (sharing) in conjunction with Aristotle's (ethos), (pathos), (logos) - the three keys to effective communication; contribute to the effectiveness of an online personality's engagement with his audience and how they trigger a potential customer's desire to purchase.
From our study, we've concluded that the formula for success begins with the ability to attract attention through their personality and amicability. In addition to these prerequisites, they must utilize their expert knowledge in the field in order to evoke and maintain the viewers' interest, which subsequently should encourage the viewers to act on their buyer's impulse. What follows next is a natural progression based on people's inclination for sharing and exchanging ideas on social media, which ultimately result in an increase in potential customers.
