Marketing, influencers y similaridad: rasgos de personalidad compartidos con sus seguidores

Abstract

The following research aims to identify possible similarities in personality traits between influencers from Cuenca and their followers through the application of the Myers-Briggs test. An exhaustive study is conducted with the objective of determining if there are shared personality characteristics between these two groups. In the first phase of the study, the test is administered to participants to assess their personality. Subsequently, participants are classified according to the results obtained, facilitating the identification of predominant personality traits.

Following the initial phase, a detailed analysis of the influencers is carried out, taking into account various criteria related to their leadership style and personality. This analysis is conceived with the purpose of providing a deeper explanation of the possible underlying causes of the similarities or differences observed between influencers and their followers.

Upon conclusion, it is demonstrated that personality type, leadership style, content, and message approach are closely related to the results obtained. It is observed that influencer A does not share personality traits with her followers, while influencer B does exhibit similarities in personality with her audience. This finding underscores that similarity in personality between influencers and their followers is not necessarily a constant, but rather conditioned by factors such as leadership style, content, and message approach.