Social network sites: early adopters’ personality and influence
| Autor: | Barbara Caemmerer, Theo Lynn, Darach Turley, Laurent Muzellec |
|---|---|
| Rok vydání: | 2017 |
| Předmět: |
Marketing
Social network business.industry media_common.quotation_subject 05 social sciences Conscientiousness Advertising Rumor Early adopter Management of Technology and Innovation 0502 economics and business Openness to experience Personality 050211 marketing Social media Big Five personality traits Psychology business 050203 business & management media_common |
| Zdroj: | Journal of Product & Brand Management. 26:42-51 |
| ISSN: | 1061-0421 |
| Popis: | Purpose This paper aims to provide a social network site influence (SNSI) profile of early adopters. This study explores the relationship between personality traits of early adopters of social network sites (SNS), their propensity to share information and rumors and their general SNSI. Design/methodology/approach An online survey was sent to the first users of Twitter (n = 200) and Google+ (n = 130) to assess their personality traits. Answers of each respondent were matched to their SNSI scores from Klout and PeerIndex, the industry standard for measuring SNSI. Findings Early adopters of SNS, in comparison to market mavens, are more likely to exert influence on one particular topic related to their profession: technology and the internet. Their levels of extraversion, openness and conscientiousness have a positive and significant impact on information sharing, and a negative impact on rumor sharing. Both, information sharing and rumor sharing have a positive and significant impact on the general SNSI of early adopters. Originality/value Firms struggle to decide whether to invest early in the life of newly created SNS as they are unsure about the characteristics of early adopters of such networks, and, more importantly, whether these sites are effective initial vectors for word-of-mouth. The findings demonstrate that early adopters’ influence (SNSI score) is on par with that of the rest of SNS users, suggesting their influence may be somewhat limited. The study also shows that the opinion leadership impact of the more influential early adopters is monomorphic in nature, being mainly confined to the related technology and internet domains. |
| Databáze: | OpenAIRE |
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