Associations between followers’ perceptions of social media influencer personality traits, perceptions of influencer credibility and intentions to purchase endorsed dietary supplements DOI
Edward Wang, Ching Kai Huang

British Food Journal, Journal Year: 2025, Volume and Issue: unknown

Published: April 1, 2025

Purpose The credibility of social media influencers (SMIs) strongly affects consumer behavioural intentions. Nevertheless, research investigating how SMI personality factors influence followers’ perceptions and their intentions to purchase SMI-endorsed products is limited. On the basis halo effect theory, present study developed a personality–credibility model investigate associations between SMIs’ Big Five traits, dietary supplements. Design/methodology/approach An online survey with convenience sampling was used collect data from 418 supplement consumers in Taiwan. Structural equation modelling applied analyse data. Findings results indicated that extroversion openness experiences were positively correlated perceived attractiveness. Additionally, conscientiousness, agreeableness trustworthiness. Moreover, neuroticism expertise. Finally, attractiveness, trustworthiness expertise products. Originality/value This addresses gap literature regarding findings reveal traits endorsed results, this provides recommendations marketers seeking SMIs endorse

Language: Английский

Associations between followers’ perceptions of social media influencer personality traits, perceptions of influencer credibility and intentions to purchase endorsed dietary supplements DOI
Edward Wang, Ching Kai Huang

British Food Journal, Journal Year: 2025, Volume and Issue: unknown

Published: April 1, 2025

Purpose The credibility of social media influencers (SMIs) strongly affects consumer behavioural intentions. Nevertheless, research investigating how SMI personality factors influence followers’ perceptions and their intentions to purchase SMI-endorsed products is limited. On the basis halo effect theory, present study developed a personality–credibility model investigate associations between SMIs’ Big Five traits, dietary supplements. Design/methodology/approach An online survey with convenience sampling was used collect data from 418 supplement consumers in Taiwan. Structural equation modelling applied analyse data. Findings results indicated that extroversion openness experiences were positively correlated perceived attractiveness. Additionally, conscientiousness, agreeableness trustworthiness. Moreover, neuroticism expertise. Finally, attractiveness, trustworthiness expertise products. Originality/value This addresses gap literature regarding findings reveal traits endorsed results, this provides recommendations marketers seeking SMIs endorse

Language: Английский

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