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 encouraging greater word-of-mouth recommendations among these relational-oriented consumers is to appeal to their desire for informational learning.