211
2024, olume 27, issue 4, pp. 211–229, DOI: 10.15240/ ul/001/2024-5-023
Ma ke ing and T ade
The in luence o he Big Fi e,
WOM communica ion and sa is ac ion
on consume loyal y in he Republic
o Se bia
Suzana Djukic1, Jelena S anko ic2
1 Uni e si y o Nis, Facul y o Economics, Depa men o Business Managemen , Se bia, ORCID: 0000-0003-1640-
2365, [email p o ec ed];
2 Uni e si y o Nis, Facul y o Economics, Depa men o Business Managemen , Se bia, ORCID: 0000-0002-1405-
3790, [email p o ec ed].
Abs ac : The concep o consume loyal y plays an impo an ole in business exis ence in
he cu en compe i i e business en i onmen . Consume loyal y is esea ched in di e en ways
by conside ing he cha ac e is ics o he consume ’s pe sonali y, mu ual communica ion be ween
consume s, and hei sa is ac ion wi h he company, p oduc s/se ices and nume ous o he
de e minan s. Consume pe sonali y is a po en ial ma ke ing s a egy o inc easing loyal y owa ds
a company, p oduc and/o se ice, because many cus ome s choose p oduc s ha ma ch hei
pe sonali y. The manne o communica ing and con eying he expe ience o he p oduc also depends
on he consume ’s pe sonali y ai s, and his u he a ec s a consume ’s loyal y. Also, consume
sa is ac ion is ano he concep o quali a i e and quan i a i e assessmen o consume s a e
pu chase, and i is a p edic o o consume loyal y and a ee sou ce o p omo ion o he company.
The au ho s’ goal is o examine he ela ionship be ween he concep o consume pe sonali y,
wo d o mou h (WOM) communica ion, consume sa is ac ion, and loyal y on he mobile phone
ma ke in he Republic o Se bia, and hen o make ele an conclusions abou he mu ual in luence
o he gi en ac o s in ela ion o he conduc ed empi ical analysis. The da a was ob ained wi h
he help o an online su ey ques ionnai e, while he esul s we e p ocessed in s a is ical so wa e
packages o social sciences SPSS and AMOS. The esea ch esul s show ha all he esea ched
a iables included in he pape (Big Fi e, WOM communica ion, sa is ac ion) signi ican ly in luence
consume loyal y on he a o emen ioned ma ke in he Republic o Se bia. The esea ch explici ly
builds on and con ibu es o p e ious li e a u e on b and managemen , as i analyzes impo an
p edic o s o consume loyal y wi hin a speci ic esea ch a ea. Fu u e s udies could s eng hen
he exis ing li e a u e by analyzing consume loyal y owa ds a speci ic b and.
Keywo ds: Big Fi e, WOM communica ion, sa is ac ion, consume loyal y, Republic o Se bia.
JEL Classi ica ion: M30, M31.
APA S yle Ci a ion: Djukic, S., & S anko ic, J. (2024). The in luence o Big Fi e,
WOM communica ion and sa is ac ion on consume loyal y in he Republic o Se bia.
E&M Economics and Managemen , 27(4), 211–229. h ps://doi.o g/10.15240/ ul/001/2024-5-023
Ea ly Access Publica ion Da e: Oc obe 14, 2024.
212 2024, olume 27, issue 4, pp. 211–229, DOI: 10.15240/ ul/001/2024-5-023
Ma ke ing and T ade
In oduc ion
The concep o consume loyal y is a key opic
o ma ke ing esea che s. Consume loyal y
esea ch was ocused on iden i ying ac o s
ha de e mine loyal y, de e mining he s eng h
o he ela ionship be ween hose ac o s, and
ega ding hei ela ionship wi h wo possible
ou comes o loyal y: pu chase in en ion and
loyal y ac ion (pu chase). The ype and cha -
ac e is ics o he p oduc /se ice, p oduc
p ice, he ma ke size (in e ms o he num-
be and s uc u e o consume s), as well as
he in ensi y o he o e , i.e., compe i o s,
signi ican ly de e mine he s eng h o he con-
nec ion be ween loyal y de e minan s, loyal y
in en ion, and ac ion (Chesnoko a e al., 2014;
Rowley, 2005).
Howe e , he ci cums ances in which com-
panies seek o de elop a ac i e consume
loyal y s a egies ha e changed d as ically
in ecen yea s, especially in he pe iod du -
ing and a e he global pandemic. Namely,
wo d o mou h (WOM) communica ion became
he main ac o in shaping consume s’ p e e -
ences and a i udes and hei in en ion o i s
and epea pu chases (Mau i & Minazzi, 2013;
Meine s e al., 2010). WOM communica ion be-
ween consume s is in ensi ied in he i ual en-
i onmen o he ex en ha i becomes he basic
sou ce o consume in o ma ion, b and e alua-
ion, and inal consume choice. The in luence
o he company and i s messages, especially
p opaganda ones, on he c ea ion o consume
p e e ences and a i udes is dec easing, while
he in luence o WOM is becoming a mo e
signi ican . The la es esea ch on di e en
p oduc /se ice ca ego ies con i ms his wi hin
he dai y indus y (Nguyen e al., 2022), bank-
ing indus y (Hasan e al., 2020), ou ism and
hospi ali y (Se a Can allops & Sal i, 2014),
spo s se ice (Alguacil e al., 2018), he au o-
mobile indus y (Choi e al., 2022), he ai line
indus y (Seo e al., 2020), and mobile com-
me ce (S e ko e al., 2023).
Howe e , indi iduals di e in hei p o-
pensi y o WOM. The e a e indi iduals who
p edominan ly spend hei ee ime in he i -
ual space, exchanging in o ma ion and expe i-
ences h ough a ious pla o ms, especially
h ough social media (SM). They in ensi ely
ansmi and ecei e in o ma ion and sa is y
all hei in o ma ion needs on SM. On he o he
hand, he e a e indi iduals who a e scep ic
o in o ma ion ansmi ed ia i ual means,
and selec i ely conside he use ulness and
ele ance o in o ma ion om such sou ces.
Indi iduals’ inclina ions owa ds WOM, includ-
ing eWOM, depend on a ious ac o s, such as
pe sonali y cha ac e is ics, he deg ee o sa is-
ac ion wi h exis ing pu chases, and he deg ee
o a achmen o he b and and/o company
(Alguacil e al., 2018; Hosseinali e al., 2014;
Kazemi e al., 2013).
Pe sonali y cha ac e is ics a ec all as-
pec s o a pe son’s beha io , including hei
buying and consump ion beha io . Pe sonali y
ai s a e in e nal psychological cha ac e is ics
ha de e mine and e lec he way a pe son
esponds o hei en i onmen (Hall & Lindzei,
1998). Pe sonali y is complex o esea ch be-
cause i canno be seen, and only he e ec s
o i s mani es a ion can be analyzed. Acco ding
o pe sonali y ai s, indi iduals di e in open-
ness, iendliness, a ionali y, emo ionali y, c e-
a i i y, and impulsi eness. T ai heo y is one
o he i e pe sonali y heo ies ha explici ly
explains a se o pe sonali y cha ac e is ics ha
can be used o desc ibe and unde s and peo-
ple’s gene al p edisposi ions. One pe sonali y
ai mani es s in a di e en way in each indi id-
ual. Acco ding o Allpo (1961), one pe son’s
s ubbo nness is di e en om any o he pe -
son’s s ubbo nness, and he way one pe son’s
s ubbo nness in e ac s wi h hei ex a e sion
and c ea i i y canno be duplica ed by any
o he indi idual. In acco dance wi h he abo e,
he e a e wo schools o ai heo y. The i s
school belie es ha all people ha e he same
se o ai s and ha each o hem is di e en
because he deg ee o mani es a ion o each
ai is di e en . Ano he school conside s ha
indi idual di e ences a ise om a combina ion
o ai s, which a ies om pe son o pe son,
so ha each pe son has hei own se o spe-
ci ic ai s (S e nbe g, 2000). Beginning wi h his
second school, he app oach ha is dominan ly
used in pe sonali y ai esea ch began wi h
Gal on (1884), and con inued wi h Big Fi e
model (McC ae & Cos a, 1990). This model
is conside ed one o he p ima y benchma ks
in pe sonali y ai heo y. A la ge numbe o au-
ho s use his model in esea ch, gi en ha i
explici ly explains human beha io (Anas asiei
& Dospinescu, 2018; Rahman e al., 2018; Seo
e al., 2020). The e o e, he pape con ibu es
o he ai heo y o pe sonali y by examin-
ing se a iables in he mobile phone ma ke
in Se bia.
213
2024, olume 27, issue 4, pp. 211–229, DOI: 10.15240/ ul/001/2024-5-023
Ma ke ing and T ade
Indi iduals’ p e e ences o WOM depend
on he deg ee o sa is ac ion wi h p e ious pu -
chases. In addi ion o he ac ha sa is ied con-
sume s buy mo e and mo e o en han hose
who a e no sa is ied, hey sp ead posi i e
in o ma ion abou he b and and he company
(Hasan e al., 2020). On he o he hand, dis-
sa is ied consume s sp ead nega i e in o ma-
ion abou he b and and company o o he
consume s, and change he b and i hei dis-
sa is ac ion is cumula i e. Howe e , he deg ee
o sa is ac ion de e mines no only he inclina-
ion owa ds bu also he in ensi y o eWOM.
I has been p o en ha a highe deg ee o sa -
is ac ion esul s in mo e in ense WOM and in-
luence on consume s’ in en ions and/o u u e
pu chases (Anas asiei & Dospinescu, 2018;
Kazemi e al., 2013; Seo e al., 2020).
The mobile phone indus y is one o he
mos dynamic, since echnological p og ess
and knowledge ha e in luenced he neces-
si y o in ensi ely inno a e in o de o sa is y
inc easingly demanding consume s. In o de
o main ain hei ma ke posi ions, mobile phone
manu ac u e s mus ind new bases o p oduc
di e en ia ion and c ea e addi ional bene i s o
consume s. The dominance o sma phones
and hei use in sea ching o in o ma ion, mo-
bile shopping h ough apps/websi es, en e ain-
men , and gi ing e iews has adically changed
he way o compe ing in he a o emen ioned
ma ke (Gibson, 2021; Nica, 2021; S ehel e al.,
2021). This has become mo e p onounced
in ecen yea s due o he global pandemic.
This is con i med by da a ha e eals ha
he numbe o sma phones sold in he wo ld
inc eased e e y yea be ween 2009 and 2019.
A sligh downwa d end was no ed and e-
sea ched in 2020 (1.35 billion), as compa ed
o 2019 (1.54 billion), bu a sligh inc ease was
no ed and esea ched in 2021 (1.43 billion) as
compa ed o 2020 (S a is a, 2022). Acco ding
o he Republic Ins i u e o S a is ics o Se bia,
95.5% o indi iduals owned a mobile phone
in 2021, which is 1.4% mo e han was he case
in 2020; o he o al numbe o mobile phone
owne s, 93% use a mobile phone o cha ing
o e he in e ne , 84.7% use i o send online
messages (Skype, Vibe , Wha sapp, Messen-
ge ), 74.3% use i o pa icipa e in social ne -
wo ks, and 74.3% use i o sea ch in o ma ion
abou p oduc s and se ices (Republic Ins i u e
o S a is ics o Se bia, 2022). P e ious da a
indica es ha , in u u e yea s, companies mus
de elop a ac i e and expe ien ial ma ke -
ing means o achie e consume sa is ac ion
and loyal y in o de o e ain hei consume s
(Ma ques & Dias, 2022). This u he means
ha i is necessa y o analyze he ac o s ha
in luence he decision-making p ocess, such as
WOM communica ion gene a ed by consume s
(Choi & Lee, 2017), us and pe cei ed isk
(Guo e al., 2018), pe sonal cha ac e is ics
(Seo e al., 2020), sa is ac ion (And onie e al.,
2021; Lăză oiu e al., 2020), and in en ion
o pu chase p oduc s and se ices (Boonsi i -
omachai & Sud-On, 2020).
S a ing wi h he impo ance o WOM o
he pu chasing decisions o mode n consume s,
hei a ac ion and e en ion, he cha ac e is-
ics o consume s’ pe sonali ies and he deg ee
o hei sa is ac ion as p edic o s o WOM and
consume loyal y, he main esea ch goal
o he au ho s in his pape is o examine whe h-
e hese a iables ha e an impac on consume
loyal y in he ield o mobile phones ade in
he Republic o Se bia.
In he esea ch model, pe sonali y cha -
ac e is ics and consume sa is ac ion a e
he wo an eceden s o WOM. Pe sonal-
i y cha ac e is ics we e in es iga ed acco ding
o he Big Fi e model (ex o e sion, accep -
abili y, conscien iousness, neu o icism, and
openness), whe eby he connec ion be ween
he i e pe sonali y cha ac e is ics indi idually
and he deg ee o consume sa is ac ion wi h
he indi idual’s endency owa ds WOM we e
es ed. In he second pa o he model, an in-
di idual’s endency owa ds WOM is iewed
as a di ec an eceden o consume loyal y,
and consume sa is ac ion is iewed as bo h
a di ec and an indi ec an eceden o con-
sume loyal y. This pape con ibu es o illing
he gap in he exis ing li e a u e h ough se -
e al aspec s. Fi s , new a iables a e in eg a ed
in o he esea ch in o de o ge o know and
unde s and he ac o s ha in luence consume
loyal y in he esea ched ma ke in he Republic
o Se bia. Second, he con ibu ion o he pape
is e lec ed in he small numbe o esea ches
in his ield in he Republic o Se bia. Thi d,
he applied s a is ical analysis (SEM model)
p o ides mo e indica i e esul s, on he basis
o which ele an conclusions we e eached
in he in e p e a ion o he concep s o he Big
Fi e, WOM communica ion, consume sa is ac-
ion and loyal y. Finally, he Republic o Se bia
is cha ac e ized by nume ous mig a ions, and
214 2024, olume 27, issue 4, pp. 211–229, DOI: 10.15240/ ul/001/2024-5-023
Ma ke ing and T ade
he e o e he in eg a ion o di e en peoples
who also exhibi di e en pe sonal cha ac-
e is ics. Based on he analysis o pe sonal
cha ac e is ics and se hypo heses, ce ain
conclusions can be d awn in ela ion o whe he
he popula ion o Se bia is co dial and p one
o ecommenda ions o an isocial and closed
o communica ion. The s a ing assump-
ion is ha he mo e consume s a e p one
o WOM and sa is ied wi h he b and, he highe
hei loyal y o he b and will be in he u u e.
On he basis o he conduc ed empi ical e-
sea ch, as well as exis ing esea ch, we will
be able o conduc a compa a i e analysis and
p o ide guidelines o he s a egic esponse
o he company.
1. Theo e ical backg ound
1.1 Big Fi e and WOM communica ion
The cha ac e is ics o an indi idual’s pe sonali y
signi ican ly in luence all aspec s o hei beha -
io , including hei pu chasing and consump ion
beha io . Th ough hei beha io , a pe son
s i es o achie e an ideal e sion o hem-
sel es, and hei shopping and consump ion
beha io should enable and ein o ce his. Pe -
sonali y is de ined as he pa e n o hough s,
eelings, a i udes, habi s and beha io o each
indi idual ha pe sis s o e ime in di e en
si ua ions, dis inguishing one indi idual om
o he s (Guile a e al., 2019). The pe sonali y
ai s o an indi idual as a consume a e ana-
lyzed in ma ke ing on he basis o a pe sonal
concep (Casidy e al., 2009). In consump ion,
he pe sonal concep ep esen s he a i ude
ha a pe son has abou hemsel es which
is mani es ed h ough pu chases. Howe e ,
indi iduals change o e ime – hey adop new
pe sonali y ai s and de elop a di e en way
o hinking. This means ha he concep o pe -
sonali y ai s is a dynamic ca ego y and should
be con inuously esea ched (Pe in, 2003).
A pe son’s sel -awa eness is a key ac o
o he pe sonal mindse . Acco ding o James
(1892), he e a e h ee ypes o pe sonal
iden i y. Ma e ial iden i y is he i s one, and i
ocuses on he indi idual, amily and his o he
p ope y. Social iden i y is he second, and i
shows how o he people pe cei e he indi idu-
al. The hi d is he spi i ual iden i y, and i shows
he inne being (a i udes, mo i es, emo ions,
opinions, and wishes). Acco ding o Cooley
(1998), an Ame ican sociologis , social iden i y
is he mos popula . He desc ibed he o ming
o iden i y as a e lec ion in he mi o , which
means ha e e y pe son o ms hei iden i y
acco ding o he manne in which o he people
see him o he .
The model ha is dominan ly used in
he analysis o pe sonali y ai s is he Big Fi e
model o McC ae and Cos a (1990), which
in ol es i e dimensions: ex o e sion, ac-
cep abili y, conscien iousness, neu o icism,
and openness. Ex o e sion, as a ai , e e s
o people who a e ac i e, communica i e, un
and op imis ic. Resea ch shows ha ex o-
e ed people ha e a posi i e a i ude owa ds
he social en i onmen (Ge be e al., 2011). Ad-
di ionally, ex o e sion mani es s i sel h ough
he cha ac e is ic o obus ness. People who
possess such ai s show a s ong po en ial o
leade ship (Ba one e al., 2009; Judge & Bono,
2000). Based on he esea ch, a ini y owa ds
leade ship can only be obse ed in he example
o ex o e sion o conscien iousness (Ba one
e al., 2009). Acco dingly, his esea ch was
ope a ionalized based on he ollowing h ee
pe sonali y ai s: alka i e, social, asse i eness
(McC ae & Cos a, 1990). Accep abili y is a ai
o indi iduals who a e so -hea ed, kind-hea ed,
and us ing, and who app ecia e he quali y
o in e pe sonal o ien a ion. Emo ions a e mo e
powe ul and ha de o powe in people who a e
cha ac e ized by accep abili y, i.e., pleasan ness
(Finley e al., 2016). Also, people who a e pleas-
an wan o main ain posi i e ela ionships in hei
social en i onmen (Jensen-Campbell & G a-
ziano, 2001). In his esea ch, he accep abili y
dimension was o med based on he ollowing
emo ions: ough and ca e ul (McC ae & Cos a,
1990). Conscien iousness e e s o people who
a e o ganized, eliable, diligen , sel -disciplined,
punc ual, idy, ambi ious and pe sis en (Ko-
ma aju e al., 2011). Resea ch shows ha
conscien iousness has a posi i e co ela ion
wi h egocen ic pe ec ionism (S oebe e al.,
2009), al hough he di e ences be ween high
conscien iousness and pe ec ionism a e sig-
ni ican . On he one hand, people who s i e o
pe ec ionism a e no pleased wi h he ealized
esul s, and a e usually mo i a ed by he lack
o success. On he o he hand, people who pos-
sess he cha ac e is ic o conscien iousness a e
mo i a ed by he desi e o success and show
sa is ac ion wi h inished asks (Hewi & Fle ,
2007). Analyzing a la ge numbe o ai s, he ol-
lowing pe sonali y ai s we e applied in he pa-
pe wi hin he dimension o conscien iousness:
215
2024, olume 27, issue 4, pp. 211–229, DOI: 10.15240/ ul/001/2024-5-023
Ma ke ing and T ade
undamen al, lazy, and e icien (McC ae & Cos a,
1990). Neu o icism, as a ai , conce ns people
who a e ne ous, emo ional, and insecu e.
Such pe sons e y o en ha e un ealis ic ideas,
a e p one o psychological p oblems and o en
eac inapp op ia ely. The emo ions ope a ional-
ized in he esea ch a e ca ing, as kni ing, and
elaxed (McC ae & Cos a, 1990). Openness
is he cha ac e is ic o people wi h b oad in e -
es s, who a e c ea i e, o iginal, and imagina i e.
Such pe sons e y o en app ecia e wo king
on hemsel es, ha e a highe le el o ole ance,
and explo e he unknown. The ollowing pe son-
ali y cha ac e is ics we e applied in his pape :
o iginal, alues a is ic expe iences, and imagi-
na i e (McC ae & Cos a, 1990).
Knowledge o pe sonali y cha ac e is ics
is key o unde s anding he consume s’ enden-
cy owa ds WOM, as i is one o he main ac o s
in luencing consume beha io in he p ocess
o sea ching, choosing and using p oduc s.
When making a pu chase decision, consume s
go h ough di e en le els o isk (Mundel e al.,
2018). I is belie ed ha consume s publishing
hei ecommenda ions and con eying hei
pe sonal expe ience can signi ican ly mi iga e
he isk o a pu chase (Li & Du, 2011). In con-
di ions o sa u a ion o in o ma ion ob ained
h ough mass media and doub s abou he u h
and objec i i y o such in o ma ion, WOM be-
comes he mos ele an sou ce o in o ma ion
in he pu chase p ocess o many consume s
(Anas asiei & Dospinescu, 2018; Boonsi i oma-
chai & Sud-On, 2020; Seo e al., 2020). Con-
sequen ly, WOM ep esen s a eliable sou ce
o in o ma ion in mode n condi ions, which has
a huge in luence on he o ma ion o consume
a i udes and u u e pu chase in en ions.
Namely, an indi idual’s endency owa ds
WOM is la gely de e mined by hei pe sonal-
i y ai s. Resea ch conduc ed by Hosseinali
e al. (2014) indica ed a signi ican connec ion
be ween mos pe sonali y cha ac e is ics ac-
co ding o he Big Fi e model (ex o e sion,
ag eeableness, openness, and neu o icism)
and he endency o ansmi WOM. Thus, o
example, he au ho s Anas asiei and Dospi-
nescu (2018) poin ou ha each pe sonali y
ai is ela ed o ha pe sonali y’s endency
owa ds WOM, especially in he online en i on-
men (e-WOM). Hence, i is posi ed:
H1: The e is a signi ican posi i e ela-
ionship be ween he Big Fi e and WOM
communica ion.
1.2 WOM communica ion and consume
sa is ac ion and loyal y
Unde s anding he ela ionship be ween con-
sume sa is ac ion and WOM communica ion
is key o managing he in en ion o sa is ied con-
sume s o sp ead posi i e WOM abou he com-
pany and i s b ands (Popp & Wo a schek,
2017). Namely, WOM communica ion can be
posi i e o nega i e, and i is di ec ly ela ed
o he deg ee o consume sa is ac ion.
When consume expec a ions a e no me ,
he consume is p one o nega i e WOM, which
shows hei us a ion and inc easing anxie y,
and wa ns o hem wan ing and/o seeking
compensa ion (Yang & Mundal, 2022). The p o-
pensi y o nega i e WOM is g ea e han simply
complaining o he company. This ou come is ex-
emely un a o able because i is ansmi ed
o a la ge numbe o people in a i al en i onmen
ia eWOM (Yang & Mundal, 2022). They sp ead
b and ha e (Zhang e al., 2020). Con inued dis-
sa is ac ion leads o swi ching o ano he b and.
Posi i e WOM, on he o he hand, is a a-
o able ou come o he company, and i is ela -
ed o he ul illmen o consume expec a ions,
i.e., hei sa is ac ion. Sa is ied consume s
con ey posi i e commen s ha ha e a posi-
i e impac on b and epu a ion (Iqbal e al.,
2021). This si ua ion helps he company a ac
new cus ome s and inc ease hei p opensi y
o make pu chases. Sa is ied consume s p o-
mo e he company wi hou di ec compensa-
ion om he company, which has much mo e
c edibili y han he company’s p omo ional
messages. The connec ion be ween consume
sa is ac ion and hei in en ion, i.e., he desi e
o alk abou hei sa is ac ion o o he consum-
e s was i s con i med in ma ke ing esea ch
almos h ee decades ago. The posi i e ela-
ionship be ween sa is ac ion and WOM in en-
ion is pa icula ly p onounced in he se ice
ma ke due o he in angible na u e o se ices,
as p o en by esea ch (P ayag e al., 2017).
Howe e , consume sa is ac ion does no
necessa ily lead o WOM. The e a e s udies
ha ha e no con i med a posi i e ela ionship
be ween hese a iables. Swanson and Hsu
(2012) came o he conclusion ha cus om-
e s who a e sa is ied wi h hei pu chases
do no necessa ily ecommend he company
o con ince o he s o buy. The ela ionship be-
ween sa is ac ion and posi i e in en ions
owa ds eWOM has also no been con i med
in he ield o es au an se ices (Yang, 2017).
216 2024, olume 27, issue 4, pp. 211–229, DOI: 10.15240/ ul/001/2024-5-023
Ma ke ing and T ade
On he basis o he a o emen ioned, we o mu-
la ed he ollowing hypo hesis:
H2: The e is a signi ican posi i e ela-
ionship be ween consume sa is ac ion and
WOM communica ion.
Nume ous s udies ha e shown ha WOM
communica ion di ec ly and p opo ionally
posi i ely a ec s consume loyal y, i.e., u u e
pu chase in en ion (Skackauskiene e al.,
2016). The s eng h o he ela ionship be ween
hese wo a iables is condi ioned by he le el
o consume loyal y con eyed by WOM, ha
is, indi ec ly by he le el o ealized sa is ac ion
as a p edic o o loyal y (Wang e al., 2010).
Mo e loyal consume s show a g ea e endency
o exp ess hei posi i e a i udes and b and
ecommenda ions han hose consume s who
a e less loyal (Wo hing on e al., 2010).
Howe e , he ques ion a ises o whe he
consume s’ g ea e endency owa ds posi i e
WOM means g ea e loyal y o he b and in
he u u e. The e o e, he in e se ela ionship
be ween hese wo a iables was no he sub-
jec o he au ho ’s esea ch, i.e., whe he
WOM endency can be conside ed an an eced-
en o b and loyal y. The e o e, i is pos ed:
H3: The e is a signi ican posi i e ela-
ionship be ween WOM communica ion and
consume loyal y.
1.3 Consume sa is ac ion and loyal y
Consume sa is ac ion is he e alua ion
o cus ome s a e a pu chase, and is based
on he concep o alue (Lin & Wang, 2006).
Acco ding o Yang e al. (2017), sa is ac ion
can be measu ed by obse ing he a ia ions
in he eeling el be o e and a e he cus-
ome uses any p oduc o se ice. Sa is ac ion
leads o loyal y, which means ha sa is ac ion
is a necessa y an eceden o consume s o be-
come loyal (Mo ei a e al., 2016).
Ensu ing sa is ac ion is he main ool o c e-
a ing long- e m consume loyal y and achie ing
supe io business pe o mance. In he long un,
ealized cus ome sa is ac ion has a posi i e
impac on u u e cash low, ma ke sha e and
p o i s. Sa is ied consume s a e less sensi i e
o p ice changes and c oss-selling (Kazemi
e al., 2013; Rahi & Ishaq, 2020). G ea e busi-
ness pe o mance is also he esul o he in lu-
ence o sa is ied consume s on a ac ing new
consume s (Sama & Mazu i, 2019).
P e ious s udies ha e shown ha a sa is-
ied cus ome is a ee sou ce o b and and
business p omo ion, which educes he cos
o a ac ing new cus ome s. In acco dance wi h
he a o emen ioned esea ch, we hypo hesize
he ollowing:
H4: The e is a signi ican posi i e ela ion-
ship be ween cus ome sa is ac ion and loyal y.
2. Resea ch me hodology
2.1 Resea ch sample
The esea ch was conduc ed in he e i o y
o Se bia be ween June and Augus 2022, and
he o al numbe o esponden s was 300.
An online su ey ques ionnai e was dis ibu ed
Fig. 1: Concep ual esea ch model based on he de eloped hypo heses
Sou ce: own
Big Fi e
WOM
Sa is ac ion
Loyal y
H1
1
H2
1
H3
1
H4
1
Ex o e sion
Accep abili y
Conscien iousness
Neu o icism
Openness
217
2024, olume 27, issue 4, pp. 211–229, DOI: 10.15240/ ul/001/2024-5-023
Ma ke ing and T ade
o a simple andom sample. The su ey ques-
ionnai e was o mula ed in such a way ha
he esponden s had o answe each ques ion.
The esponden s we e in o med a he begin-
ning o he ques ionnai e ha he ques ion-
nai e is anonymous and ha he da a will only
be used o esea ch pu poses. The numbe
o ques ionnai es used in he pape is 294,
due o he elimina ion o ex eme poin s in
he SPSS p og am, based on he box plo
diag am. The demog aphic cha ac e is ics
o he sample a e shown in Tab. 1.
2.2 Measu es
Empi ical esea ch was conduc ed wi h he help
o su ey me hods, while an online ques ion-
nai e s uc u ed as ollows was used o collec
in o ma ion. Fi s , he posed ques ions included
he demog aphic cha ac e is ics o he espon-
den s, ollowed by s a emen s ela ed o he di-
mensions o he consume ’s pe sonali y and
s a emen s ela ed o WOM communica ion wi h
consume s, consume sa is ac ion, and loyal y.
A o al o 14 i ems we e adap ed om McC ae
and Cos a (1990) o measu e pe sonali y
cons uc s: ex o e sion – 3 i ems (e.g., “I am
a alka i e pe son”); accep abili y – 2 i ems
(e.g., “I am a ough pe son”); conscien ious-
ness – 3 i ems (e.g., „I am a undamen al pe -
son”); neu o icism – 3 i ems (e.g., „I am a ca ing
pe son”); and openness – 3 i ems (e.g., „I am
a o iginal pe son”). To measu e WOM com-
munica ion wi h consume s, 2 i ems we e
adap ed in acco dance wi h Liu (2006), while
sa is ac ion was examined based on 2 i ems
which we e adap ed in acco dance wi h Fo nell
(1992). Findings ega ding consume loyal y
we e adap ed om Aake (1997) and Ra ch o d
(1987), and we e measu ed by 4 i ems. The e-
sponden s exp essed hei deg ee o ag eemen
wi h he o e ed s a emen s using a i e-poin
Like scale, whe ein g ade 1 means comple ely
disag ee and g ade 5 means comple ely ag ee.
C onbach eliabili y es ima es we e used o as-
sess he in e nal consis ency o he scales.
2.3 S a is ical analysis
In o de o each ele an conclusions, da a
analysis was pe o med in he s a is ical so -
wa e packages o social sciences (The S a-
is ical Package o Social Sciences – SPSS,
e sion 21) and AMOS ( e sion 18). Rega ding
Elemen Numbe o esponden s Pe cen age sha e (%)
Gende 294 100.00
Male 105 35.71
Female 189 64.29
Age 294 100.00
Up o 20 yea s 24 8.16
21–30 yea s 207 70.41
31–40 yea s 63 21.43
Educa ion 294 100.00
High school 62 21.09
College/uni e si y 95 32.31
Facul y/mas e 137 46.60
S a us 294 100.00
Employed 215 73.13
Unemployed 34 11.56
S uden 45 15.31
Sou ce: own
Tab. 1: Demog aphic cha ac e is ics o he esponden s
218 2024, olume 27, issue 4, pp. 211–229, DOI: 10.15240/ ul/001/2024-5-023
Ma ke ing and T ade
he s a is ical analyses, desc ip i e s a is ics
we e used i s , ollowed by explo a o y ac o
analysis (EFA). C onbach’s alpha coe icien
was used as a measu e o he in e nal consis-
ency o indings wi hin he ob ained ac o s.
In addi ion, he i o he model was examined
h ough con i ma o y ac o analysis (CFA)
by calcula ing he alues o se e al impo an
i indices (χ2/d , CFI, TLI, IFI, GFI, NFI, RFI,
RMSEA). In o de o examine he signi icance
and s eng h o he ela ionships in he p oposed
model, he model o s uc u al equa ions (s uc-
u al equa ion modeling – SEM) was applied.
In pa icula , he s eng h o he es ed ela ion-
ships was e alua ed by analyzing he alues
o s anda dized eg ession coe icien s. Be o e
ha , he assump ions o he applica ion o SEM
analysis we e examined, ha is, he p ope -
ies o linea i y, no mali y, and mul icollinea i y
we e es ed.
3. Resea ch esul s
3.1 Valida ion o a esea ch ool
The i s s ep o he analysis was o calcula e
he a i hme ic mean and s anda d de ia ion
o each s a emen wi hin he i e dimensions
o he Big Fi e. The goal o he desc ip i e
analysis is o de e mine he homogenei y and
he e ogenei y be ween he iews o he espon-
den s. The esul s a e p esen ed in Tab. 2.
By in e p e ing he esul s o he a i hme ic
mean and s anda d de ia ion, i can be no ed
ha he esponden s gene ally belie e ha
all he ac o s examined in he pape (Big
Mani es a iablesMean SD Fac o
loading
Sou ce o mani es
a iables
Ex o e sion
Talka i e 4.61 0.743 0.839 McC ae and Cos a
(1990)
Social 4.57 0.726 0.842 McC ae and Cos a
(1990)
Asse i eness 4.01 1.041 0.832 McC ae and Cos a
(1990)
Accep abili y
Rough4.00 1.335 0.249 McC ae and Cos a
(1990)
Ca e ul 4.49 0.682 0.232 McC ae and Cos a
(1990)
Conscien iousness
Fundamen al 4.61 0.738 0.839 McC ae and Cos a
(1990)
Lazy 3.59 1.497 0.851 McC ae and Cos a
(1990)
E icien 4.59 0.625 0.844 McC ae and Cos a
(1990)
Neu o icism
Ca ing 4.66 0.677 0.844 McC ae and Cos a
(1990)
Fas kni ing 4.18 1.075 0.841 McC ae and Cos a
(1990)
Relaxed 4.22 1.076 0.840 McC ae and Cos a
(1990)
Tab. 2: Values o desc ip i e s a is ics (a i hme ic mean and s anda d de ia ion)
and ac o loading – Pa 1
219
2024, olume 27, issue 4, pp. 211–229, DOI: 10.15240/ ul/001/2024-5-023
Ma ke ing and T ade
Fi e, WOM, sa is ac ion, loyal y) in luence hei
beha io when i comes o consume loyal y
owa ds b ands o mobile phones. The highes
alue o he a i hme ic mean e e s o s a e-
men s ela ed o communica ion (4.91) and
loyal y (4.83). The lowes alue o he a i h-
me ic mean was ob ained in he s a emen
ha e e s o he concep o he consume ’s
pe sonali y, ha is, wi hin he dimension
o conscien iousness, and ha o consume s
who a e lazy (3.59). By analyzing he alue
o he s anda d de ia ion, i can be s a ed ha
he mos homogeneous a i udes o he espon-
den s a e in ela ion o he s a emen „I would
like o sha e my expe ience o buying he b and
wi h o he people” (s anda d de ia ion 0.334),
while he g ea es he e ogenei y o a i udes
can be seen in he s a emen “I am sa is ied
wi h his b and and i s pe o mance” (s anda d
de ia ion 1.697).
The ini ial phase o he s a is ical analy-
sis is de o ed o es ing he eliabili y and
Mani es a iables Mean SD Fac o
loading
Sou ce o mani es
a iables
Openness
O iginal 4.42 0.791 0.830 McC ae and Cos a
(1990)
Pe son alues a is ic expe iences 4.47 0.986 0.834 McC ae and Cos a
(1990)
Imagina i e 4.47 0.840 0.835 McC ae and Cos a
(1990)
WOM
I would ecommend he b and o o he
people (Wom1). 3.74 1.630 0.825 Liu (2006)
I would like o sha e my expe ience
o buying he b and wi h o he
people (Wom2).
4.91 0.334 0.825 Liu (2006)
Sa is ac ion
I am sa is ied wi h his b and and i s
pe o mance (S1). 3.71 1.697 0.601 Fo nell (1992)
My choice o buy his b and was a wise
one (S2). 4.47 1.013 0.601 Fo nell (1992)
Loyal y
Whene e possible I choose my a o i e
b and, he p ice di e ence be ween
indi idual b ands a ec s my in en ion
o buy my a o i e b and (LOY1).
4.83 0.434 0.820 Aake (1997)
I wan o pay a highe p ice when
buying my a o i e b and and wi hou
hinking (LOY2).
4.48 0.990 0.752 Aake (1997)
I buy my a o i e b and because
I am sa is ied and acquain ed wi h
he b and (LOY3).
4.44 0.914 0.583 Ra ch o d (1987)
I hink i is he bes choice o
me (LOY4). 4.30 1.039 0.648 Ra ch o d (1987)
Sou ce: own
Tab. 2: Values o desc ip i e s a is ics (a i hme ic mean and s anda d de ia ion)
and ac o loading – Pa 2
226 2024, olume 27, issue 4, pp. 211–229, DOI: 10.15240/ ul/001/2024-5-023
Ma ke ing and T ade
Cooley, C. H. (1998). On sel and social
o ganiza ion. Uni e si y o Chicago P ess.
E anschi zky, H., Ramaseshan, B., Woi-
se schläge , D. M., Richelsen, V., Blu , M.,
& Backhaus, C. (2011). Consequences o
cus ome loyal y o he loyal y p og am and o
he company. Jou nal o he Academy o Ma -
ke ing Science, 40(5), 625–638. h ps://doi.o g/
10.1007/s11747-011-0272-3
Finley, A. J., C owell, A. L., Ha mon-Jones, E.,
& Schmeichel, B. J. (2016). The in luence o
ag eeableness and ego deple ion on emo-
ional esponding. Jou nal o Pe sonali y, 85(5),
643–657. h ps://doi.o g/10.1111/jopy.12267
Fo nell, C. (1992). A na ional cus ome sa -
is ac ion ba ome e : The Swedish expe ience.
Jou nal o Ma ke ing, 56(1), 6–21. h ps://doi.
o g/10.1177/002224299205600103
Gal on, F. (1884). Measu emen o cha ac-
e . Fo nigh ly Re iew, 36, 179–185.
Ge be , A. S., Hube , G. A., Dohe y, D.,
& Dowling, C. M. (2011). The Big Fi e pe sonal-
i y ai s in he poli ical a ena. Annual Re iew
o Poli ical Science, 14(1), 265–287. h ps://doi.
o g/10.1146/annu e -polisci-051010-111659
Gibson, P. (2021). In e ne o hings sensing
in as uc u es and u ban big da a analy ics in
sma sus ainable ci y go e nance and man-
agemen . Geopoli ics, His o y, and In e na ional
Rela ions, 13(1), 42–52.
Guile a, T., Ba alla, I., Fo né, C., & Sole -
González, J. (2019). Empa hy and big i e
pe sonali y model in medical s uden s and i s
ela ionship o gende and special y p e e ence:
A c oss-sec ional s udy. BMC Medical Educa-
ion, 19(1). h ps://doi.o g/10.1186/s12909-019-
1485-2
Guo, Y., Bao, Y., S ua , B. J., & Le-Nguy-
en, K. (2018). To sell o no o sell: Explo ing
selle s’ us and isk o cha geback aud in
c oss-bo de elec onic comme ce. In o ma ion
Sys ems Jou nal, 28(2), 359–383. h ps://doi.o g/
10.1111/isj.12144
Hai , J., Black, W., Babin, B., Ande son, R.,
& Ta ham, R. (2006). Mul i a ia e da a analysis
(6 h ed.). Pea son P en ice Hall.
Hall, C. S., & Lindzey, G. (1998). Theo ies
o pe sonali y. Wiley.
Hasan, H., Al-Dmou , H. H., & Al-
Dmou , R. H. (2020). The e ec o eWOM on
e-loyal y: The media ing ole o e-sa is ac ion.
In e na ional Jou nal o Cus ome Rela ionship
Ma ke ing and Managemen , 11(3), 82–100.
h ps://doi.o g/10.4018/ijc mm.2020070105
Hennig-Thu au, T., Gwinne , K. P.,
Walsh, G., & G emle , D. D. (2004). Elec onic
wo d-o -mou h ia consume -opinion pla -
o ms: Wha mo i a es consume s o a icula e
hemsel es on he in e ne ? Jou nal o In e ac-
i e Ma ke ing, 18(1), 38–52. h ps://doi.o g/
10.1002/di .10073
Hewi , P. L., & Fle , G. L. (2007). When
does conscien iousness become pe ec ion-
ism? Cu en Psychia y, 6(7), 49–60.
Hin on, P. R., B ownlow, C., McMu ay, I.,
& Cozens, B. (2004). SPSS explained. Rou -
ledge. h ps://doi.o g/10.4324/9780203642597
Hosseinali, A., Seyed, S. M., Reza, T.,
Seyed, A. H. T., & Elham, M. (2014). An in es i-
ga ion on he e ec s o pe sonal cha ac e is ics
on wo d o mou h ad e isemen . Managemen
Science Le e s, 4, 393–396. h ps://doi.o g/
10.5267/j.msl.2013.12.010
Huang, H. H., Mi chell, V., & Rosenaum-El-
lio , R. (2012). A e consume and b and pe son-
ali ies he same? Psychology & Ma ke ing, 29(5),
334–349. h ps://doi.o g/10.1002/ma .20525
Iqbal, J., Malik, M., Yousa , S.,
& Yaqub, R. M. S. (2021). B and epu a ion,
b and expe ience, and elec onic wo d o mou h
owa d sma phone: In es iga ing he media -
ing ole o b and lo e. Jou nal o Public A ai s,
21(3), 1–7. h ps://doi.o g/10.1002/pa.2455
James, W. (1892). Psychology: B ie e
cou se. Macmillan and Co. h ps://doi.o g/
10.1037/11630-000
Jensen-Campbell, L. A., & G aziano, W. G.
(2001). Ag eeableness as a mode a o o in e -
pe sonal con lic . Jou nal o Pe sonali y, 69(2),
323–362. h ps://doi.o g/10.1111/1467-6494.
00148
Judge, T. A., & Bono, J. E. (2000).
Fi e- ac o model o pe sonali y and ans-
o ma ional leade ship. Jou nal o Applied Psy-
chology, 85(5), 751–765. h ps://doi.o g/10.1037/
0021-9010.85.5.751
Kazemi, A., PaEmami, V. M., Abbasza-
deh, A., & Pou zamani, J. (2013). Impac o
b and iden i y on cus ome loyal y and wo d o
mou h communica ions, conside ing media ing
ole o cus ome sa is ac ion and b and commi -
men (Case s udy: Cus ome s o Mella Bank in
Ke manshah). In e na ional Jou nal o Academ-
ic Resea ch in Economics and Managemen
Sciences, 2(4), 1–13. h ps://doi.o g/10.6007/
ija ems/ 2-i4/1
Koma aju, M., Ka au, S. J., Schmeck, R. R.,
& A dic, A. (2011). The Big Fi e pe sonali y
227
2024, olume 27, issue 4, pp. 211–229, DOI: 10.15240/ ul/001/2024-5-023
Ma ke ing and T ade
ai s, lea ning s yles, and academic achie e-
men . Pe sonali y and Indi idual Di e ences,
51(4), 472–477. h ps://doi.o g/10.1016/j.paid.
2011.04.019
Lăză oiu, G., Negu iţă, O., G ecu, I.,
G ecu, G., & Mi an, P. C. (2020). Consume s’
decision-making p ocess on social comme ce
pla o ms: Online us , pe cei ed isk, and pu -
chase in en ions. F on ie s in Psychology, 11,
890. h ps://doi.o g/10.3389/ psyg.2020.00890
Le uky ėa, N., & U bona ičius, S. (2022).
Impac o he cong uence be ween b and
pe sonali y and consume pe sonali y on emo-
ional loyal y: Wha makes Apple and Samsung
di e en . Ma ke -T žiš e, 34(1), 59–77. h ps://
doi.o g/10.22598/m /2022.34.1.59
Li, F., & Du, T. C. (2011). Who is alking?
An on ology-based opinion leade iden i ica-
ion amewo k o wo d-o -mou h ma ke ing
in online social blogs. Decision Suppo Sys-
ems, 51(1), 190–197. h ps://doi.o g/10.1016/
j.dss.2010.12.007
Lin, H.-H., & Wang, Y.-S. (2006). An ex-
amina ion o he de e minan s o cus ome loy-
al y in mobile comme ce con ex s. In o ma ion
& Managemen , 43(3), 271–282. h ps://doi.o g/
10.1016/j.im.2005.08.001
Liu, Y. (2006). Wo d o mou h o mo ies: I s
dynamics and impac on box o ice e enue. Jou -
nal o Ma ke ing, 70(3), 74–89. h ps://doi.o g/
10.1509/jmkg.70.3.074
Ma ques, H. S., & Dias, A. (2022). The in-
luence o expe ien ial ma ke ing on cus ome
sa is ac ion and loyal y. Jou nal o P omo ion
Managemen , 28(7), 994–1018. h ps://doi.o g/
10.1080/10496491.2022.2054903
Mau i, A. G., & Minazzi, R. (2013). Web
e iews in luence on expec a ions and pu chas-
ing in en ions o ho el po en ial cus ome s. In-
e na ional Jou nal o Hospi ali y Managemen ,
34, 99–107. h ps://doi.o g/10.1016/j.ijhm.2013.
02.012
McC ae, R. R., & Cos a, P. T. (1990). Pe -
sonali y in adul hood. Guild o d P ess.
Meine s, N., Schwa ing, U., & Seebe g-
e , B. (2010). The enaissance o wo d-o -mou h
ma ke ing: A ‘new’ s anda d in wen y- i s
cen u y ma ke ing managemen ? In e na ional
Jou nal o Economic Science Resea ch, 3(2),
79–97.
Mo ei a, A. C., Sil a, P. M., & Mou in-
ho, V. F. (2016). Di e ences be ween s aye s,
swi che s, and hea y swi che s: A s udy in he
elecommunica ions se ice ma ke . Ma ke ing
In elligence & Planning, 34(6), 843–862. h ps://
doi.o g/10.1108/mip-07-2015-0128
Mundel, J., Huddles on, P., Behe, B.,
Sage, L., & La ona, C. (2018). An eye acking
s udy o minimally b anded p oduc s: Hedo-
nism and b anding as p edic o s o pu chase
in en ions. Jou nal o P oduc & B and Manage-
men , 27(2), 146–157. h ps://doi.o g/10.1108/
jpbm-07-2016-1282
Nguyen, O. D. Y., Lee, J. J., Ngo, L. V.,
& Quan, T. H. M. (2022). Impac s o c isis
emo ions on nega i e wo d-o -mou h and
beha iou al in en ion: E idence om a milk
c isis. Jou nal o P oduc & B and Manage-
men , 31(4), 536–550. h ps://doi.o g/10.1108/
jpbm-05-2020-2901
Nica, E. (2021). U ban big da a analy ics
and sus ainable go e nance ne wo ks in in e-
g a ed sma ci y planning and managemen .
Geopoli ics, His o y, and In e na ional Rela-
ions, 13(2), 93–106. h ps://doi.o g/10.22381/
ghi 13220217
Pe in, L. A. (2003). The science o pe so-
na li y. Ox o d Uni e si y P ess.
Popp, B., & Wo a schek, H. (2017). Con-
sume -b and iden i ica ion e isi ed: An in eg a-
i e amewo k o b and iden i ica ion, cus ome
sa is ac ion, and p ice image and hei ole o
b and loyal y and wo d o mou h. Jou nal o
B and Managemen , 24(3), 250–270. h ps://
doi.o g/10.1057/s41262-017-0033-9
P ayag, G., Hosany, S., Muska , B., & Del Chi-
appa, G. (2017). Unde s anding he ela ionships
be ween ou is s emo ional expe iences, pe -
cei ed o e all image, sa is ac ion, and in en ion o
ecommend. Jou nal o T a el Resea ch, 56(1),
1–48. h ps://doi.o g/10.1177/0047287515620567
Rahi, S., & Ishaq, M. (2020). Fac o s in lu-
encing online shopping beha io wi h media ing
ole o cus ome pe cei ed alue. In P oceed-
ings o 51s In e na ional Scien i ic Con e ence
on Economic and Social (pp. 121–134). Va az-
din De elopmen and En ep eneu ship Agency.
Rahman, M. S., Mannan, M., Hos-
sain, M. A., Zaman, M. H., & Hassan, H. (2018).
Taci knowledge-sha ing beha io among he
academic s a : T us , sel -e icacy, mo i a-
ion and Big Fi e pe sonali y ai s embedded
model. In e na ional Jou nal o Educa ional
Managemen , 32(5), 761–782. h ps://doi.o g/
10.1108/ijem-08-2017-0193
Ra ch o d, B. T. (1987). New insigh s abou
he FCB g id. Jou nal o Ad e ising Resea ch,
27(4), 24–38.
228 2024, olume 27, issue 4, pp. 211–229, DOI: 10.15240/ ul/001/2024-5-023
Ma ke ing and T ade
Republic Ins i u e o S a is ics o Se bia.
(2022). Use o in o ma ion and communica-
ion echnologies in he Republic o Se bia,
2021. h ps://publikacije.s a .go . s/G2021/Pd /
G202116016.pd
Rowley, J. (2005). The ou Cs o cus-
ome loyal y. Ma ke ing In elligence & Plan-
ning, 23(6), 574–581. h ps://doi.o g/10.1108/
02634500510624138
Sama , R., & Mazu i, A. G. (2019). Does
gami ied elemen s in luence on use ’s in en-
ion o adop in e ne banking wi h in eg a-
ion o UTAUT and gene al sel -con idence.
In e na ional Jou nal o Business Excellence,
19(3), 394–414. h ps://doi.o g/10.1504/ijbex.
2019.102835
Šeimienė, E. (2015). Impac o cong uen-
cies be ween b and pe sonali y, ypical b and
use and consume pe sonali y on pu chase
in en ion [PhD hesis.]. Vilnius Uni e si y.
Seo, E. J., Pa k, J.-W., & Choi, Y. J. (2020).
The e ec o social media usage cha ac e is ics
on e-WOM, us , and b and equi y: Focus-
ing on use s o ai line social media. Sus ain-
abili y, 12(4), 1691. h ps://doi.o g/10.3390/
su12041691
Se a Can allops, A., & Sal i, F. (2014).
New consume beha io : A e iew o esea ch
on eWOM and ho els. In e na ional Jou nal o
Hospi ali y Managemen , 36, 41–51. h ps://doi.
o g/10.1016/j.ijhm.2013.08.007
Skackauskiene, I., Vilkai e-Vai one, N.,
Raudeliuniene, J., & Da ida iciene, V. (2016).
A model o measu ing passenge loyal y. T ans-
po , 31(1), 100–107. h ps://doi.o g/10.3846/
16484142.2015.1094748
S a is a. (2022). Numbe o sma phones
sold o end use s wo ldwide om 2007 o 2023.
h ps://www.s a is a.com/s a is ics/263437/
global-sma phone-sales- o-end-use s-since-
2007/
S e ko, R., Ga u o a, B., Olea o a, M.,
Bacik, R., & Nebesky, L. (2023). Ex ended mod-
el o mobile shopping accep ance: An empi ical
s udy o consume beha io . E&M Economics
and Managemen , 26(4), 148–166. h ps://doi.
o g/10.15240/ ul/001/2023-5-002
S ehel, V., B adley, C., Sule , P., & Bilan, S.
(2021). Cybe -physical sys em-based eal-
ime moni o ing, indus ial big da a analy ics,
and sma ac o y pe o mance in sus ainable
manu ac u ing in e ne o hings. Economics,
Managemen , and Financial Ma ke s, 16(1),
42–51.
S e nbe g, R. J. (2000). In elligence and wis-
dom. In R. J. S e nbe g (Ed.), Handbook o in-
elligence (pp. 631–649). Camb idge Uni e si y
P ess. h ps://doi.o g/10.1017/cbo9780511807
947.029
S oebe , J., O o, K., & Dalbe , C. (2009).
Pe ec ionism and he Big Fi e: Conscien-
iousness p edic s longi udinal inc eases in
sel -o ien ed pe ec ionism. Pe sonali y and
Indi idual Di e ences, 47(4), 363–368. h ps://
doi.o g/10.1016/j.paid.2009.04.004
Swanson, S. R., & Hsu, M. K. (2012). The e -
ec o eco e y locus a ibu ions and se ice ail-
u e se e i y on wo d-o -mou h and epu chase
beha io s in he hospi ali y indus y. Jou nal o
Hospi ali y & Tou ism Resea ch, 35(4), 511–529.
h ps://doi.o g/10.1177/1096348010382237
Teimou i, H., Fanae, N., Jenab, K.,
Khou y, S., & Moslehpou , S. (2016). S udying
he ela ionship be ween b and pe sonali y and
cus ome loyal y: A case s udy o Samsung
mobile phone. In e na ional Jou nal o Busi-
ness and Managemen , 11(2), 1–10. h ps://doi.
o g/10.5539/ijbm. 11n2p1
Wang, Y. J., He nandez, M. D., & Mino , M. S.
(2010). Web aes he ics e ec s on pe cei ed on-
line se ice quali y and sa is ac ion in an e- ail
en i onmen : The mode a ing ole o pu chase
ask. Jou nal o Business Resea ch, 63(9–10),
935–942. h ps://doi.o g/10.1016/j.jbus es.2009.
01.016
Wo hing on, S., Russell-Benne , R.,
& Hä el, C. (2010). A i-dimensional app oach
o audi ing b and loyal y. Jou nal o B and
Managemen , 17(4), 243–253. h ps://doi.o g/
10.1057/bm.2009.24
Yacouel, N., & Fleische , A. (2012). The ole
o cybe media ies in epu a ion building and
p ice p emiums in he online ho el ma ke . Jou -
nal o T a el Resea ch, 51(2), 219–226. h ps://
doi.o g/10.1177/0047287511400611
Yang, C. (2017). In e cul u al non e bal
communica ion compe ence as in e cul u al
esponsi eness in he second language lea n-
ing class oom. In In e cul u al esponsi eness
in he second language lea ning class oom
(pp. 127–147). IGI Global. h ps://doi.o g/
10.4018/978-1-5225-2069-6.ch008
Yang, J., Guo, F., & Zhang, M. (2017).
Op imal planning o swapping/cha ging s a ion
ne wo k wi h cus ome sa is ac ion. T anspo -
a ion Resea ch Pa E: Logis ics and T ans-
po a ion Re iew, 103, 174–197. h ps://doi.
o g/10.1016/j. e.2017.04.012
229
2024, olume 27, issue 4, pp. 211–229, DOI: 10.15240/ ul/001/2024-5-023
Ma ke ing and T ade
Yang, J., & Mundel, J. (2022). E ec s o b and
eedback o nega i e eWOM on b and lo e/ha e:
An expec ancy iola ion app oach. Jou nal o
P oduc & B and Managemen , 31(2), 279–292.
h ps://doi.o g/10.1108/jpbm-05-2020-
2900
Zhang, Y., Zhang, J., & Sakulsinlapako n, K.
(2020). Lo e becomes ha e? O lo e is blind? Mo-
de a ing e ec s o b and lo e upon consume s’
e alia ion owa ds b and ailu e. Jou nal o
P oduc & B and Managemen , 30(3), 415–432.
h ps://doi.o g/10.1108/jpbm-07-2019-2470
