Exploring Generation Z’s Susceptibility to Social Media Influencers: The Role of Personality Traits and Influencer-Generated Constructs

In the digital age, Social Media Influencers (SMIs) have become influential figures, shaping the consumption patterns and behaviours of the younger generation, particularly Generation Z. This study delves into the complex dynamics of susceptibility to SMI influence, considering the formation of parasocial relationships, consumer trust, and individuals' perceptions of SMIs. The study employs the HEXACO framework, which categorises personality traits into six dimensions, to understand their influence on susceptibility to SMI influence. The research formulates and tests two hypotheses: (1) the constructs derived from the Susceptibility to Social Media Influencers Scale (SUSIS) effectively represent SMI influence, and (2) certain HEXACO personality traits correspond significantly to SMI influenceability, as represented by SUSIS Questionnaire constructs. HEXACO personality traits "Honesty-Humility" and "Conscientiousness" were found to be inversely related to susceptibility to SMI influence, while personality traits "Emotionality," "Extraversion," "Agreeableness," and "Openness to Experience" did not show a significant correspondence with susceptibility to SMI influence. The study demonstrated a relationship between personality traits and susceptibility to SMI influence, indicating that individuals high in Honesty-Humility and Conscientiousness were less susceptible to SMI influence. This research fills a significant gap in the literature by providing insights into the interplay between personality traits and susceptibility to SMI influence in the context of Generation Z, paving the way for a deeper understanding of influencer marketing and its impact on young consumers.