Document Type

Journal Article

Department/Unit

Department of Communication Studies

Language

English

Abstract

Consumers' active and discretionary use of social media is influenced by a myriad of individual attributes. Which of these attributes really matter and how do they matter? This article proposes an exploratory structural-equation model comprising five constructs (“Big Five” personality dimensions, motives, involvement, content preferences, and usage) derived from the cognitive-affective personality system theory and 3M model of motivation and personality. Applied to a survey of 656 YouTube users, the findings indicated that participation in social media can be understood parsimoniously as oriented toward the self (individualist) or others (relational). The psychological profiles obtained suggest that relational-oriented consumers make a better target group when seeding a campaign than early adopters, as the former are more likely to generate word-of-mouth, and can be targeted by messages emphasizing informational learning.

Publication Date

9-1-2012

Source Publication Title

Journal of Advertising Research

Volume

52

Issue

3

Start Page

297

End Page

308

Publisher

World Advertising Research Center

DOI

10.2501/JAR-52-3-297-308

Link to Publisher's Edition

http://dx.doi.org/10.2501/JAR-52-3-297-308

ISSN (print)

00218499

Included in

Communication Commons

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