Abstract

Purpose – The intent of this study is to investigate the role of “Big Five” personality traits of the consumers in their attitude towards social media influencers. Design/Methodology/Approach – Quantitative research approach was adopted, and questionnaire survey was conducted from 254 respondents encompassing graduate postgraduate/students, using Power BI for data visualization and data analysis in AMOS 29.

Findings – Personalitytrait of openness was significantly positively related with the consumer attitude while the personality trait of neuroticism was found to be negatively associated with attitude. Extraversion was positively related with subjective norms. Apart from Neuroticism all other traits of personality were found to be positively correlated with each other. Neuroticism, Agreeableness and extraversion were found to be significantly impacting customer attitude whereas openness and conscientiousness and to experience were found to be not influencing consumer attitude.

Practical Implications – The data analysis results will enhance a valuable contribution to the presently empirical consumer behaviour based research, predominantly in relation to the Big Five Personality Traits. Marketing strategies tailored to resonate with extroverted, agreeable, and neurotic consumers may yield better engagement
and brand loyalty.