Consumer social orientation-based personality and social media use: an exploration among young US consumers
| Autor: | Mohammed Slim Ben Mimoun, Ainsworth Anthony Bailey |
|---|---|
| Rok vydání: | 2016 |
| Předmět: |
Marketing
Mediation (statistics) media_common.quotation_subject 05 social sciences Dual (category theory) Interdependence 0502 economics and business Personality 050211 marketing Social media Social competence Big Five personality traits Psychology Social psychology Social orientation 050203 business & management media_common |
| Zdroj: | International Journal of Internet Marketing and Advertising. 10:1 |
| ISSN: | 1741-8100 1477-5212 |
| DOI: | 10.1504/ijima.2016.076977 |
| Popis: | This paper reports on a study that developed and tested a model of the link between certain social orientation-based personality traits and consumers' attitude toward online social networking and attitude toward marketers' social networking sites. The study also explored the subsequent influence of these attitudes on likelihood of recommending marketers' social networking sites. The study finds that interdependent self-construal directly and indirectly impacts the attitudinal and intention variables, while social sharing disposition and susceptibility to social networking influence vary in their direct and indirect impact. The study results also reaffirm the attitude-behavioural intentions link, as well as the dual mediation hypothesis, in online social networking attitudes. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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