NDLI: An investigation on the effects of personal characteristics on word of mouth advertisement

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An investigation on the effects of personal characteristics on word of mouth advertisement

Content Provider	Directory of Open Access Journals (DOAJ)
Author	Hosseinali Aziziha Seyed Shahab Mousavi Reza Tahermanesh Seyed Alireza Hosseini Tabatabaee Elham Mirkamali
Abstract	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.
Related Links	http://www.growingscience.com/msl/Vol4/msl_2013_384.pdf
ISSN	19239335
e-ISSN	19239343
DOI	10.5267/j.msl.2013.12.010
Journal	Management Science Letters
Issue Number	2
Volume Number	4
Language	English
Publisher	Growing Science
Publisher Date	2014-01-01
Publisher Place	Canada
Access Restriction	Open
Subject Keyword	Business Records Management Word of Mouth Advertisement Personal Characteristics Mobile Device
Content Type	Text
Resource Type	Article
Subject	Business, Management and Accounting

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