Impact of Big Five Personality Traits on E-Wom: Mediation of Brand Addiction and Moderation of Self-Liking
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.
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E-WOM, Extraversion, Agreeableness, Neuroticism, Consciousness, Openness, Self-liking, Brand Addiction and Big Five Personality Traits
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(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.