Associations between followers’ perceptions of social media influencer personality traits, perceptions of influencer credibility and intentions to purchase endorsed dietary supplements

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