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<p>This study investigates the critical relationship between consumer’s perceptions of a brand reputation and their reposting brand-related content on social media, and explores the moderating effects of consumer personality traits (extroversion and openness to experience), incentive type (economic or social), content quality, and content type (informative and entertaining) on this relationship. Data were collected from an online survey of 313 participants with experience in reposting content about a brand on social media. The results demonstrates that consumer’s perception of brand reputation significantly drives consumer reposting the brand-related content on social media. Extroversion strengthens the influence of consumer’s perception of brand reputation on their reposting behavior, whereas openness to experience shows no significant effect. Social incentives significantly enhance this relationship while economic incentives diminish it. High-quality content positively moderates this relationship and informative content proves to be more effective than entertaining content in driving reposting behavior. The study makes several theoretical contributions by extending eWOM literature with insights into the roles of personality traits, content characteristics, and social incentives. Practical implications suggest that brands should focus on building strong reputations, creating high-quality, informative content, and tailoring engagement strategies to consumer personality traits to effectively foster social media engagement and amplify eWOM impact.</p>

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From brand reputation to consumer reposting: moderating roles of consumer personal traits and content features

  • 期刊论文

  • 发表日期：

    2025年4月11日

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  • Tao Zhang,
  • Floyd Phillips

摘要

This study investigates the critical relationship between consumer’s perceptions of a brand reputation and their reposting brand-related content on social media, and explores the moderating effects of consumer personality traits (extroversion and openness to experience), incentive type (economic or social), content quality, and content type (informative and entertaining) on this relationship. Data were collected from an online survey of 313 participants with experience in reposting content about a brand on social media. The results demonstrates that consumer’s perception of brand reputation significantly drives consumer reposting the brand-related content on social media. Extroversion strengthens the influence of consumer’s perception of brand reputation on their reposting behavior, whereas openness to experience shows no significant effect. Social incentives significantly enhance this relationship while economic incentives diminish it. High-quality content positively moderates this relationship and informative content proves to be more effective than entertaining content in driving reposting behavior. The study makes several theoretical contributions by extending eWOM literature with insights into the roles of personality traits, content characteristics, and social incentives. Practical implications suggest that brands should focus on building strong reputations, creating high-quality, informative content, and tailoring engagement strategies to consumer personality traits to effectively foster social media engagement and amplify eWOM impact.