The impact of customer personality and online brand community engagement on intention to forward company and users generated content: palestinian banking industry a case

Yasin, Mahmoud$AAUP$Palestinian; Porcu, Lucia$Other$Other; Abusharbeh, Mohammed T.; Liébana-Cabanillas, Francisco $AAUP$Palestinian

doi:10.1080/1331677x.2020.1752277

Cited by 14 publications

(9 citation statements)

References 61 publications

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“…We have contributed to the literature in several ways. First, we have systematically investigated the effect of personality traits on user feedback willingness by considering as many motivation factors as possible, which is in contrast with previous research that did not consider motivation factors [11] or only consider single motivation factor [12]. Our research discovered the personality traits of the willing users and evident feedback motivation factors, which provided theoretical support for the establishment of an effective feedback platform.…”

Section: Discussionmentioning

confidence: 99%

“…As we know, individual differences in behavior and attitude can be determined by the differences in multiple psychological characters, such as personality traits and cognitive styles, mediated by motivation factors [9,10]. A few papers have studied the effect of personality traits on user feedback behavior without taking the motivation factors into consideration or only consider single motivation factor [11,12]. Certain researchers have investigated how cognitive styles influence some online behaviors, such as multimedia perception, online information searching, and creative behavior [13][14][15][16], but few have directly discussed the influence of cognitive styles on user feedback.…”

Section: Introductionmentioning

confidence: 99%

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The Statistical Analysis of Multidimensional Psychological Characteristics and User Feedback Willingness

Wang

Zhou

et al. 2021

Advances in Mathematical Physics

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The purpose of this paper is to study the influence of multidimensional psychological characteristics on users’ feedback intention by using several statistical analysis methods based on information theory. The feedback process can be described as a communication process based on information theory. The feedback information entropy is associated with the degree of uncertainty elimination of the users who provide feedback information. Many factors are related to this uncertainty, such as information senders often stopped feedback process for some reasons and information senders may have provided fake or spam information. In order to encourage more useful feedback information, a model of a user’s willingness to provide feedback was established with personality traits and cognitive styles as independent variables, feedback motivation as intermediary variables, and feedback willingness as the dependent variable. 206 online and offline questionnaires were obtained to be analyzed by correlation analysis, regression analysis, and structural equation analysis. Cronbach’s α coefficient was used to test the reliability of the questionnaire, and exploratory factor analysis method was used to verify the validity of the questionnaire. First, correlation analysis was used to explore the correlation between personality traits, cognitive styles, and motivation factors. Second, we further explored the strength of the relationship of the five correlated groups of variables through linear regression analysis. At last, we conducted structure equation analyses to test the hypotheses. The results show that both personality traits and cognitive styles can have a significant impact on feedback motivation factors and also show that self-efficacy may be the only evident feedback motivation to encourage useful feedback information. The results show that the willing users with extraversion trait are more likely be motivated by self-efficacy and thus have evident feedback willingness.

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Section: Discussionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

The Statistical Analysis of Multidimensional Psychological Characteristics and User Feedback Willingness

Wang

Zhou

et al. 2021

Advances in Mathematical Physics

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“…, 2019). Similarly, Yasin et al. (2020) found that individuals who were highly open to creative and novel ideas were more willing to engage in OBCs than those scoring low on the openness trait.…”

Section: Research Background and Conceptual Frameworkmentioning

confidence: 88%

The role of personality traits in participation in an Online Cancer Community

Badreddine

Blount²,

Quilter³

2022

AJIM

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PurposeThe purpose of this study was to investigate how personality traits influence participative behaviour in an Online Cancer Community (OCC).Design/methodology/approachQualitative semi-structured interviews were conducted with 42 users of one of the largest OCCs in Australia – Cancer Council Online Community in New South Wales (NSW).FindingsThe results showed that extraversion, emotional stability and agreeableness traits influence posting behaviour, whereas the conscientiousness trait influences lurking behaviour. The openness trait did not affect either posters or lurkers’ online behaviour.Research limitations/implicationsThe research highlights the pivotal role of personality traits in users’ decisions to post or lurk using a multi-theory perspective that combined the social exchange theory and the Five-Factor Model. Future studies should explore personality traits that can benefit from online participation in an OCC to transition only lurkers who may benefit from posting.Practical implicationsInsights from the study inform OCC practitioners and moderators when designing the OCC platform. Except for the openness trait, lurkers and posters exhibited different attitudes, which indicates that integrating these findings in the OCC design can facilitate adopting strategies to elicit more participation by OCC users.Originality/valueThis is the first study that explored the role of personality traits in users’ decisions to participate in an OCC.

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“…A user's content contribution was measured from two perspectives: the active degree and the emotional expression tendency of that contribution which correspond to four variables: 𝑡𝑜𝑡𝑃𝑜𝑠𝑡 𝑖𝑡 , 𝑝𝑜𝑠𝑃𝑜𝑠𝑡 𝑖𝑡 , 𝑛𝑒𝑔𝑃𝑜𝑠𝑡 𝑖𝑡 and 𝑛𝑒𝑢𝑃𝑜𝑠𝑡 𝑖𝑡 . In previous studies, reposting behavior, the number of microblogs reposted by users in a given period, was taken as a control variable to supplement users' content contribution (Cox et al, 2009;Yasin et al, 2020). However, while reposting behavior affects the creation of users' original content, users' content contribution also has an impact on the probability of their content being reposted by others.…”

Section: Empirical Modelmentioning

confidence: 99%

How emotions influence individual’s content contribution? A perspective of individual and group interaction

Zhu¹,

Tang²,

Yang³

et al. 2022

Preprint

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The popularity of social media makes more and more marketers carry out practices through social medias. However, the rapid change and diversity of individual emotions in social media make marketers need to pay attention to the influence of emotions on the performance of marketing. We draw on social contagion theory, as well individual personality to investigate how individual and group emotional characteristics, namely emotional tendency and conflict, influence their content contribution. Based on a panel data from Sina Weibo, we used a panel vector regression to examine these issues empirically. The findings reveal that: both individual and group emotional characteristics have the impact on individual content contribution. Moreover, group emotional characteristics have the moderating effects on the process of individual emotional tendency influencing their content contribution. The study extends the marketing literature by exploring the moderating effects of group emotions. We also provide suggestions for the future research.

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The impact of customer personality and online brand community engagement on intention to forward company and users generated content: palestinian banking industry a case

Cited by 14 publications

References 61 publications

The Statistical Analysis of Multidimensional Psychological Characteristics and User Feedback Willingness

The Statistical Analysis of Multidimensional Psychological Characteristics and User Feedback Willingness

The role of personality traits in participation in an Online Cancer Community

How emotions influence individual’s content contribution? A perspective of individual and group interaction

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