Buyer behavior · 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
Journal of Retailing and Consumer Services · 2021
Summary
The paper tests effects on perceived credibility and purchase intention, with personality matching as a moderator.
For your marketing
Possible founder application
Use as a behavioral mechanism or experiment-design reference, not a direct forecast for a SaaS funnel.
Reported result
What the study found
The paper tests effects on perceived credibility and purchase intention, with personality matching as a moderator.
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.
Scope and transfer
Limitations to keep in view
Artificial visual stimuli and stated purchase intention limit ecological validity and behavioral interpretation.
Research sources
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.