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

Authors

DOI:

https://doi.org/10.15847/obsOBS19220252627

Abstract

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.

Author Biographies

Charles Alves de Castro, Atlantic Technological University

I am Dr. Charles A. Castro, a dedicated academic and professional in marketing and business management. I hold a Doctoral degree in Communication Sciences from Fernando Pessoa University in Porto, Portugal. I am currently working at Atlantic Technological University as a Lecturer in Modern and Digital Marketing & Modern Business.

My educational journey includes a Master of Science in Marketing from the University of Bari Aldo Moro in Italy (2020), a Master of Science in Human Resources Management from the University of Limerick in Ireland (2015), and a Bachelor of Science in Business Administration and Managerial Processes from Newton Paiva University in Brazil (2013). Throughout my studies, I was honoured with several prestigious scholarships, such as the Irish Research Council Government of Ireland Postgraduate Scholarship (2021) and the ITB Funding Programme for Graduate Research (2020), among others.

I have gained substantial experience in management roles across Brazil, Italy, and Ireland, which has enriched my academic and professional perspectives. My research interests lie in Marketing, Social Media Marketing, Digital Marketing, People Management, Internationalisation of People, and Transcultural Human Resources Management.

I am passionate about advancing knowledge in these fields and aim to contribute meaningfully to both the academic community and the business industry. My diverse expertise and international experience enable me to bring valuable insights and practical applications to my work.

Jorge Pedro Sousa, Fernando Pessoa University

Jorge Pedro Sousa, graduated in Social Communication - Journalism at the School of Journalism of Porto (Oporto, Portugal, 1992), achieved his PhD degree in Journalism at the University of Santiago de Compostela (Spain, 1997), where he also conducted his postdoctoral research (1999/2000). He became a tenured professor at the University of Trás-os-Montes and Alto Douro (2008), in Journalism, and is currently teaching in University Fernando Pessoa (Oporto, Portugal). He has explored the field of journalism and historical analysis of journalistic discourse.

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Published

2025-06-30

How to Cite

Alves de Castro, C., & Sousa, J. P. (2025). Exploring Generation Z’s Susceptibility to Social Media Influencers: The Role of Personality Traits and Influencer-Generated Constructs. Observatorio (OBS*), 19(2). https://doi.org/10.15847/obsOBS19220252627

Issue

Vol. 19 No. 2 (2025)

Section

Articles

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Copyright (c) 2025 Charles Alves de Castro, Jorge Pedro Sousa

This is an Open Acess article distributed under the terms of the Creative Commons Attribution 4.0 International License (CC BY 4.0), which permits use, sharing and adaptation, provided appropriate credit is given to the original author and the journal.