Consumer social orientation-based personality and social media use: an exploration among young US consumers
by Ainsworth Anthony Bailey; Mohammed Slim Ben Mimoun
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 10, No. 1/2, 2016

Abstract: 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.

Online publication date: Thu, 16-Jun-2016

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