This study examines the dynamic role of influencers' self- representation in shaping consumer trust, engagement, and sales in digital commerce. On social media, influencers often do not exhibit a single, fixed personality but instead portray a diverse range of self- representations that adapt to the specific demands of each post. Recognizing this fluidity, the research explores how influencers align their self-representation with the types of products they promote, using the MBTI framework to analyze variations at the post level. The findings highlight that such adaptability is pivotal in driving marketing success. Judging (J) influencers, known for their structured and methodical approaches, effectively align their self-representation with utilitarian products, enhancing consumer trust and purchase intentions. Conversely, Perceiving (P) influencers, characterized by creativity and spontaneity, foster stronger emotional engagement when promoting hedonic products. These insights underscore the significance of tailoring influencer campaigns to capitalize on the situational adaptability of self-representation. By emphasizing the flexible and multifaceted nature of influencers' self-representation, this study provides a comprehensive framework for understanding its impact on sales. It demonstrates that strategically designed campaigns leveraging this variability can enhance authenticity, deepen consumer trust, and optimize marketing outcomes. Acknowledgement: This work was supported by the Technological Innovation R&D Program (00255887) funded by the Ministry of SMEs and Startups (MSS, Korea)
