Mediating Brand Obsession and Moderation of Self-Liking: The Impact of the Big Five Personality Traits on E-WOM.

Abstract

The present study's goal is to research the effect of brand addiction and self-liking in the link between big fiver personality characteristics and electronic word of mouth in the context of e-commerce (E-WOM). According to the survey approach, data from 355 respondents was gathered in order to evaluate the influence of independent factors on dependent variables via mediation and moderation, respectively. Process and Hayes were used to examine the effectiveness of mediation and moderation. According to the findings of the present research, extraversion, agreeableness, neuroticism, awareness, and openness to experience all have a statistically significant connection with E-WOM. The findings also suggest that brand addiction mediates the relationship between the big five personality characteristics and E-WOM, but self-liking does not mediate the relationship. It also provides management implications, constraints, and a research agenda for further investigation.