The role of social network brand personality in a consumer-brand relational model

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dc.contributor.author Mutsikiwa, Munyaradzi
dc.contributor.author Maree, Tania
dc.date.accessioned 2024-07-09T08:13:16Z
dc.date.available 2024-07-09T08:13:16Z
dc.date.issued 2023-06
dc.description.abstract PURPOSE : This research employs Aaker's brand personality framework to explore the interrelationships between social network platform brand personality and attitude, motivations, behavioural intention, and behaviour. DESIGN/METHODOLOGY/APPROACH : Quantitative data were collected from three samples of social network (Facebook, LinkedIn, and YouTube) users via online self-administered surveys. Structural equation modelling was used to test the hypotheses. FINDINGS : The results showed that some personality traits positively relate to attitudes (excitement for Facebook and LinkedIn; sincerity for YouTube). Excitement was positively related to all motivations for Facebook and LinkedIn and one for YouTube. PRACTICAL IMPLICATIONS : The paper provides insights into how social network users perceive the brand personality of social network platforms. ORIGINALITY/VALUE : The paper brings new insights into social networks as brands, contributing new knowledge into the role of brand personality in the social media realm. It further demonstrates how brand personality facilitates consumer-brand relationships and user behaviour. A South African view is provided, contributing to the limited work from an African view. en_US
dc.description.department Marketing Management en_US
dc.description.librarian hj2024 en_US
dc.description.sdg None en_US
dc.description.uri https://unisapressjournals.co.za/index.php/SABR en_US
dc.identifier.citation Mutsikiwa, M. & Maree, T. 2023, 'The role of social network brand personality in a consumer-brand relational model', Southern African Business Review, vol. 27, no. 1, art. 15043, pp. 1-15, doi : 10.25159/1998-8125/15043. en_US
dc.identifier.issn 1561-896X (print)
dc.identifier.issn 1998-8125 (online)
dc.identifier.other 10.25159/1998-8125/15043
dc.identifier.uri http://hdl.handle.net/2263/96857
dc.language.iso en en_US
dc.publisher Unisa Press en_US
dc.rights © The Author(s) 2023. This is an Open Access article distributed under the terms of the Creative Commons Attribution-ShareAlike 4.0 International License. en_US
dc.subject Social networks en_US
dc.subject Brand personality en_US
dc.subject Attitudes en_US
dc.subject Motivation en_US
dc.subject Behavioural intentions en_US
dc.subject Behaviour en_US
dc.title The role of social network brand personality in a consumer-brand relational model en_US
dc.type Article en_US


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