Social-Media Early Adopters Don't Count: How to Seed Participation in Interactive Campaigns by Psychological Profiling of Digital Consumers

Consumers’ active and discretionary use of social media is influenced by a myriad of individual attributes.

Social-Media Early Adopters Don’t Count: How to Seed Participation in Interactive Campaigns by Psychological Profiling of Digital Consumers

T.E. Dominic Yeo

Hong Kong Baptist University

Management slant

  • Digital consumers who are high on Openness to Experience are significantly associated with earlier adoption and are most likely to respond favorably to interactive campaigns.
  • However, these early adopters may not play evangelists and draw other consumers to the campaign.
  • To seed an interactive campaign, target relational-oriented consumers who may be identified by their extroverted or neurotic personality attributes.
  • The key to attracting, retaining, and...

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