Which people are loyal followers of influencers? An exploratory study

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dc.contributor.affiliationSánchez-Torres, J.A., University of Medellín, Cra. 87 #30-65, Medellín, Antioquia, Colombia
dc.contributor.affiliationRoldan-Gallego, J.S., Politécnico Gran Colombiano, Cra. 74 #52-20, Medellín, Antioquia, Colombia
dc.contributor.affiliationArroyo-Cañada, F.-J., Facultad de Economía y Empresa, University of Barcelona, Diagonal, 690-696Spaink4, Barcelona, 08034, Spain
dc.contributor.affiliationArgila-Irurita, A.M., Facultad de Economía y Empresa, University of Barcelona, Diagonal, 690-696Spaink4, Barcelona, 08034, Spain
dc.contributor.authorSánchez-Torres J.A
dc.contributor.authorRoldan-Gallego J.S
dc.contributor.authorArroyo-Cañada F.-J
dc.contributor.authorArgila-Irurita A.M.
dc.date.accessioned2024-12-27T20:51:59Z
dc.date.available2024-12-27T20:51:59Z
dc.date.issued2024
dc.descriptionInfluencers are tools implemented in digital marketing as a communication mechanism between the brand and its target; however, there are few studies that observe the relationship between the personality of the follower and their attitude towards the influencer. The objective of this study is to explore whether personality traits influence positive attitudes towards influencers. An empirical study was carried out in Spain and Colombia with a sample of 381 individuals and cause-effect relationships were analysed using the partial least squares methodology. The results show that extroversion and disordered personality traits are related to positive attitudes towards influencers and there could be some differences between genders, specifically men with a calm personality and women with a sympathetic personality. Copyright © 2024 Inderscience Enterprises Ltd.
dc.identifier.doi10.1504/IJICT.2024.139828
dc.identifier.instnameinstname:Universidad de Medellínspa
dc.identifier.issn14666642
dc.identifier.reponamereponame:Repositorio Institucional Universidad de Medellínspa
dc.identifier.repourlrepourl:https://repository.udem.edu.co/
dc.identifier.urihttp://hdl.handle.net/11407/8691
dc.language.isoeng
dc.publisherInderscience Publishersspa
dc.publisher.facultyFacultad de Ciencias Económicas y Administrativasspa
dc.publisher.programMercadeospa
dc.relation.citationendpage34
dc.relation.citationissue1
dc.relation.citationstartpage25
dc.relation.citationvolume25
dc.relation.isversionofhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85198345978&doi=10.1504%2fIJICT.2024.139828&partnerID=40&md5=c57e4e5e7aba7e72aba369ecba0bd970
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dc.rights.accessrightsinfo:eu-repo/semantics/restrictedAccess
dc.sourceInternational Journal of Information and Communication Technology
dc.sourceInt. J. Inf. Commun. Technol.
dc.sourceScopus
dc.subjectCalm personalityeng
dc.subjectDigital marketingeng
dc.subjectDisordered personalityeng
dc.subjectExtroversioneng
dc.subjectFollowerseng
dc.subjectInfluencerseng
dc.subjectInternet marketingeng
dc.subjectPartial least squares methodologyeng
dc.subjectPersonalityeng
dc.subjectSocial network analysiseng
dc.subjectSympathetic personalityeng
dc.subjectBehavioral researcheng
dc.subjectCommerceeng
dc.subjectMarketingeng
dc.subjectCalm personalityeng
dc.subjectDigital marketingeng
dc.subjectDisordered personalityeng
dc.subjectExtroversioneng
dc.subjectFollowereng
dc.subjectInfluencereng
dc.subjectInternet marketingeng
dc.subjectPartial least square methodologyeng
dc.subjectPartial least-squareseng
dc.subjectPersonalityeng
dc.subjectSocial Network Analysiseng
dc.subjectSympathetic personalityeng
dc.subjectLeast squares approximationseng
dc.titleWhich people are loyal followers of influencers? An exploratory studyeng
dc.typeArticle
dc.type.localArtículo de revistaspa
dc.type.versioninfo:eu-repo/semantics/publishedVersion

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