Customer behavior and adoption · Online experiment manipulating visual presentation of influencer extroversion; moderation by audience personality matching.
The effects of the visual presentation of an Influencer's Extroversion on perceived credibility and purchase intentions—moderated by personality matching with the audience
Y.A. Argyris, A. Muqaddam, S. Miller (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. https://doi.org/10.1016/j.jretconser.2020.102347.
Plain-English take
The paper tests effects on perceived credibility and purchase intention, with personality matching as a moderator. For your marketing: Use as a behavioral mechanism or experiment-design reference, not a direct forecast for a SaaS funnel.
How much weight to give this
3.5/5 Moderate evidence for a specific setting
The 1–5 evidence-check score is a practical reading aid, not a formal peer review or a probability that a conclusion is true. It combines design strength (2 points), sample reporting (1), comparison/control clarity (1), and how much of the paper could be checked (1). Access affects how confidently this directory can assess a study, not the study's underlying quality. Blinding is reported separately because it is not relevant to every design.
Online experiment manipulating visual presentation of influencer extroversion; moderation by audience personality matching.
Social-media users exposed to influencer presentations and a promoted product.
Judged from the publisher-described design and comparison; inspect the paper for complete analysis.
Publisher page and abstract were retrieved directly; full text was not assumed open.
Double-blind? Blinding was not established from the retrieved publisher record.
Research question
What the authors investigated
Does visually presented influencer extroversion affect credibility and purchase intention, and for whom?
Design
Online experiment manipulating visual presentation of influencer extroversion; moderation by audience personality matching.
Sample and setting
Social-media users exposed to influencer presentations and a promoted product.
Reported result
What the study found
The paper tests effects on perceived credibility and purchase intention, with personality matching as a moderator.
This is a paraphrase of the source. Check the original paper for definitions, estimates, statistical uncertainty and analysis details.
Scope and transfer
Limitations to keep in view
Artificial visual stimuli and stated purchase intention limit ecological validity and behavioral interpretation.
Possible founder application
Use as a behavioral mechanism or experiment-design reference, not a direct forecast for a SaaS funnel.
Evidence access
Publisher record and abstract retrieved; consult the linked paper for full methods and tables.
Publisher-indexed abstract/title explicitly identifies the experimental manipulation, credibility/purchase outcomes, and personality-matching moderator. Direct publisher-page retrieval was recorded on 2026-10-09; this profile uses the publisher abstract/metadata and does not claim independent review of unavailable full text.
If only an abstract or metadata was available, the profile is limited to claims supported there. A paper's paywall does not change its evidentiary status, but it limits what we can substantiate from accessible text.