Open AccessImpact of Big Five Personality Traits on E-Wom: Mediation of Brand Addiction and Moderation of Self-Liking
Author(s) -
Tanveer Aslam,
Riwan Ali,
Muhamad Ahsan Athar
Publication year - 2022
Publication title -
global social sciences review
Language(s) - English
Resource type - Journals
eISSN - 2616-793X
pISSN - 2520-0348
DOI - 10.31703/gssr.2022(vii-i).10
Subject(s) - moderation , psychology , mediation , big five personality traits , moderated mediation , personality , addiction , social psychology , association (psychology) , neuroscience , psychotherapist , political science , law
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.