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The influence of personality on active and passive use of social networking sites

Author

Listed:
  • Margherita Pagani

    (EM - EMLyon Business School)

  • Charles F. Hofacker
  • Ronald E. Goldsmith

Abstract

Managers are more and more interested in social networking sites because they provide opportunities for strengthening relationships with customers as well as site content and service. Using social networking sites effectively, however, depends on understanding both the psychological attributes and social interactions of participants. This paper addresses these topics by presenting the results of a two-study inquiry into the importance of two personality traits (consumer innovativeness and expressiveness) to active and passive use of social networks among Italian consumers. In Study 1 (n = 753) it was found that innovativeness is positively related to active and passive use. Study 2 (n = 277) revealed that self-identity expressiveness and social identity expressiveness positively influence only active use. These results suggest that managers need to distinguish bet-ween, and differentially encourage, joining and browsing such sites on the one hand and actively contributing to them on the other. Managers can also enhance the impact of their social networking sites by taking into account social and self-identity expressiveness to increase affiliation and market share and by encouraging consumers to use these sites actively.

Suggested Citation

  • Margherita Pagani & Charles F. Hofacker & Ronald E. Goldsmith, 2011. "The influence of personality on active and passive use of social networking sites," Post-Print hal-02313092, HAL.
    • Handle: RePEc:hal:journl:hal-02313092
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    Cited by:

    1. Ali Ahmed Abdelkader, 2022. "Lurk or De-Lurk?: The Role of Participation Type and Sport Fanaticism in Understanding the Link Between Brand Community Identification and Oppositional Brand Loyalty," International Journal of Customer Relationship Marketing and Management (IJCRMM), IGI Global, vol. 13(1), pages 1-26, January.
    2. Bailey, Ainsworth Anthony & Bonifield, Carolyn M. & Elhai, Jon D., 2021. "Modeling consumer engagement on social networking sites: Roles of attitudinal and motivational factors," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    3. Oliviane Brodin & Marie Beck & Laurent Carpentier & Dominique Crié, 2015. "Se voir et être vu dans un miroir virtuel : les effets comportementaux et attitudinaux de l’engagement corporel et social lors d’une expérience de shopping en ligne," Post-Print hal-03350200, HAL.
    4. Sakib, MD Nazmus & Zolfagharian, Mohammadali & Yazdanparast, Atefeh, 2020. "Does parasocial interaction with weight loss vloggers affect compliance? The role of vlogger characteristics, consumer readiness, and health consciousness," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    5. Namho Chung & Inessa Tyan & Hee Chung Chung, 2017. "Social Support and Commitment within Social Networking Site in Tourism Experience," Sustainability, MDPI, vol. 9(11), pages 1-23, November.
    6. Krishen, Anjala S. & Berezan, Orie & Agarwal, Shaurya & Kachroo, Pushkin, 2016. "The generation of virtual needs: Recipes for satisfaction in social media networking," Journal of Business Research, Elsevier, vol. 69(11), pages 5248-5254.
    7. Kefi, Hajer & Maar, Daniel, 2020. "The power of lurking: Assessing the online experience of luxury brand fan page followers," Journal of Business Research, Elsevier, vol. 117(C), pages 579-586.
    8. Jian Tang & Ping Zhang & Philip Fei Wu, 2015. "Categorizing consumer behavioral responses and artifact design features: The case of online advertising," Information Systems Frontiers, Springer, vol. 17(3), pages 513-532, June.
    9. Agarwal, Reeti & Mehrotra, Ankit & Misra, Dheeraj, 2022. "Customer happiness as a function of perceived loyalty program benefits - A quantile regression approach," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    10. Makri, Katerina & Schlegelmilch, Bodo B., 2017. "Time orientation and engagement with social networking sites: A cross-cultural study in Austria, China and Uruguay," Journal of Business Research, Elsevier, vol. 80(C), pages 155-163.
    11. Chung, Te-Lin (Doreen) & Anaza, Nwamaka A. & Park, Joohyung & Hall-Phillips, Adrienne, 2016. "Who's behind the screen? Segmenting social venture consumers through social media usage," Journal of Retailing and Consumer Services, Elsevier, vol. 28(C), pages 288-295.
    12. Hollebeek, Linda D. & Glynn, Mark S. & Brodie, Roderick J., 2014. "Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation," Journal of Interactive Marketing, Elsevier, vol. 28(2), pages 149-165.
    13. Jaehun Joo, 2020. "Customers’ psychological ownership toward the third place," Service Business, Springer;Pan-Pacific Business Association, vol. 14(3), pages 333-360, September.
    14. McLeay, Fraser & Olya, Hossein & Liu, Hongfei & Jayawardhena, Chanaka & Dennis, Charles, 2022. "A multi-analytical approach to studying customers motivations to use innovative totally autonomous vehicles," Technological Forecasting and Social Change, Elsevier, vol. 174(C).
    15. Kim, Juran & Kang, Seungmook & Lee, Ki Hoon, 2020. "How social capital impacts the purchase intention of sustainable fashion products," Journal of Business Research, Elsevier, vol. 117(C), pages 596-603.

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