Title: Consumer social orientation-based personality and social media use: an exploration among young US consumers

Authors: Ainsworth Anthony Bailey; Mohammed Slim Ben Mimoun

Addresses: Department of Marketing & International Business, College of Business & Innovation, University of Toledo, 2801 Bancroft St, Toledo, OH 43606, USA ' Department of Marketing, SKEMA-Université Lille Nord de France, Avenue Willy Brandt, EURALILLE 59777, France

Abstract: This paper reports on a study that developed and tested a model of the link between certain social orientation-based personality traits and consumers' attitude toward online social networking and attitude toward marketers' social networking sites. The study also explored the subsequent influence of these attitudes on likelihood of recommending marketers' social networking sites. The study finds that interdependent self-construal directly and indirectly impacts the attitudinal and intention variables, while social sharing disposition and susceptibility to social networking influence vary in their direct and indirect impact. The study results also reaffirm the attitude-behavioural intentions link, as well as the dual mediation hypothesis, in online social networking attitudes.

Keywords: consumer attitudes; self-construal; social media; social networking influence; social sharing disposition; susceptibility; personality traits; young consumers; USA; United States; social orientation; marketing; social networking sites; behavioural intentions.

DOI: 10.1504/IJIMA.2016.076977

International Journal of Internet Marketing and Advertising, 2016 Vol.10 No.1/2, pp.1 - 27

Received: 13 Feb 2015
Accepted: 07 Dec 2015
Published online: 16 Jun 2016 *

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