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Keywords: Personality traits
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Journal Articles
Using AI predicted personality to enhance advertising effectiveness
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2022) 56 (6): 1590–1609.
Published: 05 April 2021
...Michael Shumanov; Holly Cooper; Mike Ewing Purpose The purpose of this study is twofold: first to demonstrate the application of an algorithm using contextual data to ascertain consumer personality traits; and second to explore the factors impacting the relationship between personality traits...
Journal Articles
Consumer engagement in online brand communities: the moderating role of personal values
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2019) 53 (9): 1671–1700.
Published: 19 June 2019
... to address this gap by exploring the relationship between personality traits, OCE, perceived value and the moderating role of personal values. Design/methodology/approach A theoretical framework anchored in the extant OCE literature is tested through a study of 559 users of two distinct firm-hosted...
Journal Articles
Service workers’ job performance: The roles of personality traits, organizational identification, and customer orientation
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2015) 49 (11-12): 1751–1776.
Published: 09 November 2015
..., customer orientation and personality traits. Supervisors independently rated their subordinates’ performance. Variables statistic tools were used to analyze the data and test a series of hypotheses. Findings – It was found that customer orientation strengthens the relationship between organizational...
