A study on the impact of personality traits on attitudes towards social media influencers

Mete, M. ORCID: https://orcid.org/0000-0001-9824-7682 (2021) A study on the impact of personality traits on attitudes towards social media influencers. Multidisciplinary Business Review, 14 (2). ISSN 0718-3992 doi: 10.35692/07183992.13

Abstract/Summary

Companies increasingly collaborate with social media influencers (SMIs) to promote product and service brands (Jin & Muqaddam, 2019). There has so far been limited research examining how the personality traits of consumers may impact the extent to which they are influenced by SMIs. This study aims to understand the relationship between consumers’ personality traits and their attitudes towards SMIs. The study utilised an online questionnaire distributed to a group of millennials (n=221), in order to understand the impact of personality traits on attitudes towards SMIs. The five-factor model of personality (McCrae & Costa, 1987), which employs the neuroticism, extraversion, openness, agreeableness, and conscientiousness labels, was used as a framework for the study, while the questions on attitudes towards SMIs explored four main areas - envy towards SMIs, advertising content value, credibility of SMIs, and perceived trustworthiness of SMIs. The findings highlight the importance of investigating personality traits to better understand how followers/consumers’ perceptions and attitudes towards SMIs and SMI-endorsed advertisements can be influenced. The implications for further research and the study’s limitations are discussed.

Additional Information	This article is currently on the advance online publication stage; the page numbers are not available yet.
Item Type	Article
URI	https://reading-clone.eprints-hosting.org/id/eprint/97949
Identification Number/DOI	10.35692/07183992.13
Refereed	Yes
Divisions	Henley Business School > Digitalisation, Marketing and Entrepreneurship
Additional Information	This article is currently on the advance online publication stage; the page numbers are not available yet.
Publisher	ASFAE
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