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The effects of the visual presentation of an Influencer's Extroversion on perceived credibility and purchase intentions—moderated by personality matching with the audience

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  • Argyris, Young Anna
  • Muqaddam, Aziz
  • Miller, Steven

Abstract

Influencers are ordinary individuals who have amassed large followings by demonstrating expertise in various niches on social media sites. We aim to propose (1) the visual presentation of an Influencer's extroversion as an antecedent to source credibility and purchase intentions and (2) personality matching in terms of extroversion between an Influencer and their audience as a moderator of such relationships. We chose the source credibility model and the similarity-attraction model as our theoretical frameworks. In our controlled online experiment (n = 165), the profile of a brand ambassador of a fashion brand was curated to create two levels of extroversion (i.e. low vs. high extroversion). Participants' self-reported extroversion levels were counterbalanced in these two conditions to create a personality match with the Influencer, entitled “extroversion congruence.†Our results suggest that the visual presentation of an Influencer's extroversion increases the perceived credibility of the Influencer and subsequent purchase intentions. Additionally, our findings show that these relationships were asymmetrically moderated by extroversion congruence: the positive effects of extroversion increase in the case of high extroversion among both the Influencer and their audience but decrease in the case of low extroversion.

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  • Argyris, Young Anna & Muqaddam, Aziz & Miller, Steven, 2021. "The effects of the visual presentation of an Influencer's Extroversion on perceived credibility and purchase intentions—moderated by personality matching with the audience," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    • Handle: RePEc:eee:joreco:v:59:y:2021:i:c:s0969698920313552
    DOI: 10.1016/j.jretconser.2020.102347
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    1. Ransome Epie Bawack & Emilie Bonhoure, 2023. "Influencer is the New Recommender: insights for Theorising Social Recommender Systems," Information Systems Frontiers, Springer, vol. 25(1), pages 183-197, February.
    2. Xu, Zhiwei & Zhang, Miao & Zhang, Pengfei & Luo, Jiawen & Tu, Mengting & Lai, Yuanhang, 2023. "The neurophysiological mechanisms underlying brand personality consumer attraction: EEG and GSR evidence," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    3. Wong, Amy & Wei, Joicey, 2023. "Persuasive cues and reciprocal behaviors in influencer-follower relationships: The mediating role of influencer defense," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    4. Belanche, Daniel & Casaló, Luis V. & Flavián, Marta & Ibáñez-Sánchez, Sergio, 2021. "Building influencers' credibility on Instagram: Effects on followers’ attitudes and behavioral responses toward the influencer," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    5. Li, Huajun & Lei, Yueqiu & Zhou, Qi & Yuan, Hong, 2023. "Can you sense without being human? Comparing virtual and human influencers endorsement effectiveness," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    6. Xie, Shengcheng & Wei, Haiying & Liu, Fu, 2023. "Is beauty always good? Effects of visual presentation of Influencer’s aesthetic labor on brand purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    7. Hannah Decker & Nicole Krämer, 2023. "Is Personality Key? Persuasive Effects of Prior Attitudes and Personality in Political Microtargeting," Media and Communication, Cogitatio Press, vol. 11(3), pages 250-261.

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