doiSerbia

A model of the relationships between the Big Five personality traits and the motivations to deliver word-of-mouth online

Anastasiei Bogdan (University of Iasi, Faculty of Economics and Business Administration, Iasi, Romania)
Dospinescu Nicoleta (University of Iasi, Faculty of Economics and Business Administration, Iasi, Romania)

The goal of this research is to establish the relationships between the Big Five personality traits – Extraversion, Agreeableness, Conscientiousness, Neuroticism and Openness – and the motivations to deliver electronic word-of-mouth (eWOM) in the social media. The research method was based on a survey administered to 262 subjects, mostly students and young professionals. The personality traits that are most related to eWOM are Extraversion (that influences the need for social appreciation and Positive self-enhancement) and Openness to experience (that determines the concern for others and the desire to help good companies). Conscientiousness has a negative relationship with the tendency to Vent negative feelings about a bad buy, while Neuroticism has a slight influence on the motivation to get Social benefits and Self-enhancement. Knowing the prevalent personality traits and motivations of the eWOM transmitters, the company communication strategist can figure out the most proper ways to approach them. This paper is one of the few that throughly investigates the relationship between personality traits and the intrinsic motivations to write online reviews about companies and brands.

Keywords: big five model, electronic word of mouth, word of mouth communication, personality traits, social media