Do all, or only some personality types engage in spreading negative WOM? An experimental study of negative WOM, big 5 personality traits and brand personality

Swaminathan V., KUBAT DOKUMACI U.

JOURNAL OF GLOBAL SCHOLARS OF MARKETING SCIENCE, cilt.31, sa.3, ss.260-272, 2021 (ESCI) identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 31 Sayı: 3
  • Basım Tarihi: 2021
  • Doi Numarası: 10.1080/21639159.2020.1808837
  • Dergi Adı: JOURNAL OF GLOBAL SCHOLARS OF MARKETING SCIENCE
  • Derginin Tarandığı İndeksler: Emerging Sources Citation Index (ESCI), Business Source Elite, Business Source Premier
  • Sayfa Sayıları: ss.260-272
  • Anahtar Kelimeler: Big Five personality traits, neuroticism, wom, online word of mouth, brand personality
  • Akdeniz Üniversitesi Adresli: Evet

Özet

The focus of this research is on examining the interrelationships among brand personality, human personality traits, and the propensity to spread online negative word of mouth (WOM). The results across two studies show that consumers with higher levels of neuroticism (or lower emotional stability) have a greater propensity to spread negative WOM for a sincere brand than for an exciting brand. Conversely, consumers with higher levels of emotional stability exhibit no significant differences in negative WOM across sincere and exciting brands. Implications of these findings for theory are discussed, along with directions for future research.