An investigation on the effects of personal characteristics on word of mouth advertisement
This paper presents a study to measure the effect of personal characteristics including neuroticism, extraversion, openness to experience, conscientiousness and agreeableness on word of mouth advertisement. The population of this survey includes all people who use mobile phone in city of Tehran, Ira...
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| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Growing Science
2014-02-01
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| Series: | Management Science Letters |
| Subjects: | |
| Online Access: | http://www.growingscience.com/msl/Vol4/msl_2013_384.pdf |
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| _version_ | 1850174234230259712 |
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| author | Hosseinali Aziziha Seyed Shahab Mousavi Reza Tahermanesh Seyed Alireza Hosseini Tabatabaee Elham Mirkamali |
| author_facet | Hosseinali Aziziha Seyed Shahab Mousavi Reza Tahermanesh Seyed Alireza Hosseini Tabatabaee Elham Mirkamali |
| author_sort | Hosseinali Aziziha |
| collection | DOAJ |
| description | This paper presents a study to measure the effect of personal characteristics including neuroticism, extraversion, openness to experience, conscientiousness and agreeableness on word of mouth advertisement. The population of this survey includes all people who use mobile phone in city of Tehran, Iran. The study designs a questionnaire in Likert scape and distributes it among 400 randomly selected people who use mobile devices. Using Spearman correlation test, the study confirms the positive of effects of neuroticism, extraversion, openness to experience on word of mouth advertisement and the negative impact of agreeableness on word of mouth advertisement. However, the study does not find any meaningful relationship between conscientiousness and word of mouth advertisement. |
| format | Article |
| id | doaj-art-d1c486cee05f45308baf4ad0a50ed305 |
| institution | OA Journals |
| issn | 1923-2934 1923-9343 |
| language | English |
| publishDate | 2014-02-01 |
| publisher | Growing Science |
| record_format | Article |
| series | Management Science Letters |
| spelling | doaj-art-d1c486cee05f45308baf4ad0a50ed3052025-08-20T02:19:42ZengGrowing ScienceManagement Science Letters1923-29341923-93432014-02-014239339610.5267/j.msl.2013.12.010An investigation on the effects of personal characteristics on word of mouth advertisementHosseinali AzizihaSeyed Shahab MousaviReza TahermaneshSeyed Alireza Hosseini Tabatabaee Elham MirkamaliThis paper presents a study to measure the effect of personal characteristics including neuroticism, extraversion, openness to experience, conscientiousness and agreeableness on word of mouth advertisement. The population of this survey includes all people who use mobile phone in city of Tehran, Iran. The study designs a questionnaire in Likert scape and distributes it among 400 randomly selected people who use mobile devices. Using Spearman correlation test, the study confirms the positive of effects of neuroticism, extraversion, openness to experience on word of mouth advertisement and the negative impact of agreeableness on word of mouth advertisement. However, the study does not find any meaningful relationship between conscientiousness and word of mouth advertisement.http://www.growingscience.com/msl/Vol4/msl_2013_384.pdfWord of mouth advertisementPersonal characteristicsMobile device |
| spellingShingle | Hosseinali Aziziha Seyed Shahab Mousavi Reza Tahermanesh Seyed Alireza Hosseini Tabatabaee Elham Mirkamali An investigation on the effects of personal characteristics on word of mouth advertisement Management Science Letters Word of mouth advertisement Personal characteristics Mobile device |
| title | An investigation on the effects of personal characteristics on word of mouth advertisement |
| title_full | An investigation on the effects of personal characteristics on word of mouth advertisement |
| title_fullStr | An investigation on the effects of personal characteristics on word of mouth advertisement |
| title_full_unstemmed | An investigation on the effects of personal characteristics on word of mouth advertisement |
| title_short | An investigation on the effects of personal characteristics on word of mouth advertisement |
| title_sort | investigation on the effects of personal characteristics on word of mouth advertisement |
| topic | Word of mouth advertisement Personal characteristics Mobile device |
| url | http://www.growingscience.com/msl/Vol4/msl_2013_384.pdf |
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