Does Culture Matters in Intersection of Individual’s Personality and Social Media Engagement?

Imran Khan, Han Dongping

2016

Abstract

Personality traits of consumers may be important elements in the increasingly user-generated web for the engagement in this participatory media. Previous studies suggest three personality traits- extraversion, neuroticism and openness to experience- are related to uses of social applications like Facebook. The aim of current research is to evaluate the factors affecting consumer’s social media engagement in terms of liking, commenting and sharing behavior on Facebook brand fan pages, and to evaluate the mediating role of interaction modes and to analyze the moderating role of culture, on relationship between personality traits and engagement behavior of consumers. Data was collected from 748 fans of 15 Facebook brand fan pages of five fast food brands operating in three different countries. Structural equation modelling was used to test the hypothesis. Results revealed that modes of interaction significantly mediate the relationship between personality traits and social media engagement behaviors. While culture moderates this relationship. Results showed the highest impact of personality traits on social media engagement in UK than Australia, while their impact in lowest in USA. It is suggested that consumers of different countries having same personality traits respond differently to Facebook brand page post, specifically when considering the Facebook functions of individual.

Paper Citation

in Harvard Style

Khan I. and Dongping H. (2016). Does Culture Matters in Intersection of Individual’s Personality and Social Media Engagement? . In Proceedings of the 1st International Conference on Complex Information Systems - Volume 1: COMPLEXIS, ISBN 978-989-758-181-6, pages 167-176. DOI: 10.5220/0005874201670176

in Bibtex Style

@conference{complexis16,
author={Imran Khan and Han Dongping},
title={Does Culture Matters in Intersection of Individual’s Personality and Social Media Engagement?},
booktitle={Proceedings of the 1st International Conference on Complex Information Systems - Volume 1: COMPLEXIS,},
year={2016},
pages={167-176},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0005874201670176},
isbn={978-989-758-181-6},
}

in EndNote Style

TY - CONF
JO - Proceedings of the 1st International Conference on Complex Information Systems - Volume 1: COMPLEXIS,
TI - Does Culture Matters in Intersection of Individual’s Personality and Social Media Engagement?
SN - 978-989-758-181-6
AU - Khan I.
AU - Dongping H.
PY - 2016
SP - 167
EP - 176
DO - 10.5220/0005874201670176