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IMPACT OF BIG FIVE PERSONALITY TRAITS ON EWOM MEDIATION OF BRAND ADDICTION AND MODERATION OF SELFLIKING

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10 Pages : 95 - 105

http://dx.doi.org/10.31703/gssr.2022(VII-I).10      10.31703/gssr.2022(VII-I).10      Published : Mar 2022

Impact of Big Five Personality Traits on E-Wom: Mediation of Brand Addiction and Moderation of Self-Liking

Abstract

    This research examines the impact of brand addiction and self-liking in the relationship between big fiver personality traits and Electronic word of mouth (E-WOM). This research study is based upon a survey method, data from 233 respondents were collected to examine the impact of independent on dependent variables through mediation and moderation. Mediation and moderation were tested through Process and Hayes. The results of the present study show that the big five personality traits are a significant association with E-WOM. Results also reveal that brand addiction mediates while self-liking does not moderate the association between big five personality traits and E-WOM. This study also includes managerial implications, limitations and direction for future research.

    (1) Tanveer Aslam
    PhD Scholar, University of Lahore, Lahore, Punjab, Pakistan.
    (2) Riwan Ali
    Assistant Professor, University of Lahore, Lahore, Punjab, Pakistan.
    (3) Muhamad Ahsan Athar
    PhD Scholar, National College of Business Administration and Economics, Lahore, Punjab, Pakistan.
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Cite this article

APA

    APA : Aslam, T., Ali, R., & Athar, M. A. (2022). Impact of Big Five Personality Traits on E-Wom: Mediation of Brand Addiction and Moderation of Self-Liking. Global Social Sciences Review, VII(I), 95 - 105. https://doi.org/10.31703/gssr.2022(VII-I).10

CHICAGO

    CHICAGO : Aslam, Tanveer, Riwan Ali, and Muhamad Ahsan Athar. 2022. "Impact of Big Five Personality Traits on E-Wom: Mediation of Brand Addiction and Moderation of Self-Liking." Global Social Sciences Review, VII (I): 95 - 105 doi: 10.31703/gssr.2022(VII-I).10

HARVARD

    HARVARD : ASLAM, T., ALI, R. & ATHAR, M. A. 2022. Impact of Big Five Personality Traits on E-Wom: Mediation of Brand Addiction and Moderation of Self-Liking. Global Social Sciences Review, VII, 95 - 105.

MHRA

    MHRA : Aslam, Tanveer, Riwan Ali, and Muhamad Ahsan Athar. 2022. "Impact of Big Five Personality Traits on E-Wom: Mediation of Brand Addiction and Moderation of Self-Liking." Global Social Sciences Review, VII: 95 - 105

MLA

    MLA : Aslam, Tanveer, Riwan Ali, and Muhamad Ahsan Athar. "Impact of Big Five Personality Traits on E-Wom: Mediation of Brand Addiction and Moderation of Self-Liking." Global Social Sciences Review, VII.I (2022): 95 - 105 Print.

OXFORD

    OXFORD : Aslam, Tanveer, Ali, Riwan, and Athar, Muhamad Ahsan (2022), "Impact of Big Five Personality Traits on E-Wom: Mediation of Brand Addiction and Moderation of Self-Liking", Global Social Sciences Review, VII (I), 95 - 105

TURABIAN

    TURABIAN : Aslam, Tanveer, Riwan Ali, and Muhamad Ahsan Athar. "Impact of Big Five Personality Traits on E-Wom: Mediation of Brand Addiction and Moderation of Self-Liking." Global Social Sciences Review VII, no. I (2022): 95 - 105. https://doi.org/10.31703/gssr.2022(VII-I).10