OCEAN Traits: Who Shares More Word of Mouth?. Issue 6 (13th May 2022)

• Record Type: Journal Article
• Authors: Ali, Azmat; Ul Haq, Junaid; Hussain, Sajjad; Qadir, Alia; Bukhari, Syed Arsalan Haider
• Is Part Of: Journal of promotion management. Volume 28:Issue 6(2022)
• Page Start: 749
• Page End: 773
• Publication Date: 2022-05-13
• Subjects: OCEAN Traits -- knowledge-sharing behavior -- figurative language -- signaling cost -- word of mouth; Motivation research (Marketing) -- Periodicals; Consumers -- Periodicals; Sales promotion -- Periodicals; Marketing -- Management -- Periodicals; Advertising -- Periodicals; 658.8205
• DOI: 10.1080/10496491.2021.2015510
• Languages: English
• ISSNs: 1049-6491

Abstract

Abstract: The purpose of this research is to investigate the impact of personality traits on consumer word of mouth through knowledge-sharing behavior and figurative language. This researcher consists of two studies; study one observes the knowledge-sharing behavior of five personality traits. We collect data from 250 consumers of restaurants and hotels for this study. The result of this study reveals that those with extraversion, Openness to experience, and agreeableness demonstrate knowledge-sharing behavior. Study two takes only those personality traits that showed knowledge-sharing behavior in study one. Data from 435 users of services like restaurants and hotels were collected. This study documents that Openness to experience and agreeableness have knowledge-sharing behavior and use figurative language. These personality traits have an indirect impact on WOM through knowledge-sharing behavior and figurative language. They are signaling the cost of making bad recommendations moderates the relationships between personality traits and knowledge-sharing behavior and between personality traits and figurative language. Theoretical and practical impactions of this research are written at the end of the paper.