An analysis of the impact of personality traits on the propensity to engage or join online brand Communities: A study of Cardiff Metropolitan University Students
Cardiff Metropolitan University
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Purpose - This study seeks to explore the relationship between introverted and extroverted personality traits and how these affect propensity of students who study at Cardiff Metropolitan University to join or engage within an online brand community. This study uses electronic, beverage and fashion categories to help establish this relationship. Design / Methodology – The study is concerned with 50 students who study at Cardiff Metropolitan University through random sampling. Using a positivistic stance, deductive approach and inferential statistics to allow to results to be generalised for all students. Findings – Introverted and extroverted personality traits do affect the readiness of students who study at Cardiff Metropolitan University to join or engage within an online brand community. Research limitations – The data was limited to geographical location and as a result there were limitations regarding demographic characteristics of participants.
BA (Hons) Marketing Management
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