Personality traits and social media as drivers of word-of-mouth towards sustainable fashion

IF 3.2 4区管理学 Q2 BUSINESS

Journal of Fashion Marketing and Management Pub Date : 2020-06-16 DOI:10.1108/jfmm-08-2019-0162

S. Salem, A. Alanadoly

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引用次数: 28

Abstract

PurposeThe main objective is to investigate the effects of antecedents of word-of-mouth (WOM) towards sustainable fashion, using the Personality Traits theory. More specifically, this study wants to examine the impact of the Big Five personality traits on social media activities, which could affect eco-friendly behaviour and environmental concerns for fashion production. This impact is influenced by the use of WOM on sustainability in the fashion industry.Design/methodology/approachThe partial least squares structural equation modelling (PLS SEM) technique is used to evaluate the internal and external measurement model with a sample size of 272.FindingsThe three most active personality traits on social media are extraversion, openness to experience and agreeableness. Additionally, the active use of social media has a positive impact on the optimisation of users' eco-friendly behaviour and an increase in users' concerns for fashion production. Eco-friendly behaviour and environmental concerns for fashion production are important factors that lead to the spread of WOM.Originality/valueThis study contributes to the existing literature by evaluating the effects of the Big Five personality traits on using social networking and how will this improve the creation of WOM towards sustainability. This study is among the several scientific studies which combine the theory of Big Five personality traits with social networking, green behaviour and the WOM in a sustainability context.

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个性特征和社交媒体是可持续时尚口碑的驱动因素

目的运用人格特质理论，探讨口碑影响因素对可持续时尚的影响。更具体地说，这项研究想检验五大人格特征对社交媒体活动的影响，这可能会影响时尚生产的环保行为和环境问题。这种影响是受口碑对时尚行业可持续性的影响。设计/方法/方法偏最小二乘结构方程建模（PLS SEM）技术用于评估内部和外部测量模型，样本量为272。结果社交媒体上最活跃的三个人格特征是外向性、体验开放性和宜人性。此外，社交媒体的积极使用对优化用户的环保行为产生了积极影响，并增加了用户对时尚生产的关注。时尚生产的生态友好行为和环境问题是导致口碑传播的重要因素。原创/价值本研究通过评估五大人格特征对使用社交网络的影响，以及这将如何改善口碑的创造，从而实现可持续性，为现有文献做出了贡献。这项研究是将五大人格特征理论与社交网络、绿色行为和可持续发展背景下的口碑相结合的几项科学研究之一。

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来源期刊

Journal of Fashion Marketing and Management Multiple-

CiteScore

7.30

自引率

8.60%

发文量

期刊介绍： ■Apparel innovation ■Brand loyalty ■Consumer decisions and shopping behaviour ■Manufacturing systems ■Market positioning ■Merchandising ■Perceptions in the marketplace ■Piracy issues ■Pricing structures ■Product image ■Quality and performance measurement ■The importance of socio-economic factors In the ever-changing world of the fashion industry, it is imperative that senior managers and academics in the field are kept abreast of the latest trends and developments. Journal of Fashion Marketing and Management ensures that readers heighten their understanding of issues affecting their industry through the latest thinking and current best practice.