The Role of Social Media Influencers’ Personality Traits in Shaping Brand Loyalty Among Millennial College Students

Abstract

This study examines the influence of social media influencers’ personality traits on brand loyalty among millennial college students. Using the Big Five Personality Model, the research explores how traits such as extraversion, agreeableness, neuroticism, conscientiousness, and openness to experience affect consumer-brand relationships. Data were collected from 300 participants who follow influencers on platforms like Instagram and YouTube. The results indicate that extraversion, agreeableness, and conscientiousness significantly enhance brand loyalty, while neuroticism has minimal impact. These findings suggest that the personality traits of influencers play a critical role in shaping brand loyalty, offering valuable insights for marketers targeting millennial consumers. The study underscores the importance of aligning influencer characteristics with brand identity to foster stronger consumer engagement.