Title of article
An investigation on the effects of personal characteristics on word of mouth advertisement
Author/Authors
Aziziha، Hosseinali نويسنده Department of Management, South Tehran Branch, Islamic Azad University, Tehran, Iran , , Mousavi، Seyed Shahab نويسنده Department of Management, Islamic Azad University, South Tehran Branch, Tehran, Iran , , Tahermanesh، Reza نويسنده Department of Management, Islamic Azad University, South Tehran Branch, Tehran, Iran , , Hosseini Tabatabaee ، Seyed Alireza نويسنده Department of Management, Islamic Azad University, South Tehran Branch, Tehran, Iran , , Mirkamali، Elham نويسنده Payame Nour University, Tehran, Iran ,
Issue Information
ماهنامه با شماره پیاپی 26 سال 2014
Pages
4
From page
393
To page
396
Abstract
This paper presents a study to measure the effect of personal characteristics including neuroticism, extraversion, openness to experience, conscientiousness and agreeableness on word of mouth advertisement. The population of this survey includes all people who use mobile phone in city of Tehran, Iran. The study designs a questionnaire in Likert scape and distributes it among 400 randomly selected people who use mobile devices. Using Spearman correlation test, the study confirms the positive of effects of neuroticism, extraversion, openness to experience on word of mouth advertisement and the negative impact of agreeableness on word of mouth advertisement. However, the study does not find any meaningful relationship between conscientiousness and word of mouth advertisement.
Journal title
Management Science Letters
Serial Year
2014
Journal title
Management Science Letters
Record number
981974
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