Samenvatting

Influencer marketing has become a key element of modern brand communication. More and more companies rely on influencers to reach consumers on an emotional level. But how do individuals with different personality traits respond to
such content – and how does this affect their purchasing behavior? This thesis examines the role of personality types, based on the Big Five personality model, in shaping trust, influencer preferences, and buying impulses in the context of influencer marketing. The analysis is based on a mixed-methods approach combining an online survey, two group discussions, and two qualitative interviews to explore psychological responses within digital consumption.
The findings show that personality significantly influences consumer behavior – but never in isolation. Social context, biographical experience, and situational needs all shape how content is perceived and interpreted. Even individuals with
similar traits respond differently, depending on the psychological function that influencer content serves for them. This study offers new perspectives for a more differentiated, psychologically informed approach to digital marketing.