Exploring brand engagement through personality related factors on facebook

Online Social networking websites are very popular and have become a part of life. One of the main drivers for this change is over 1.3 billion active users as of June 2014 who is active on the biggest Social Media at the moment, Facebook. This study is an attempt to create more understanding of which personality related factors influence brand related usage of online social networking sites. The study revealed that Brand related usage is measured on three different levels, namely consuming, contributing to and creating brand related content with the help multiple regression analysis. The results concerning the more marketing orientated personality traits Opinion Leadership and Self-congruence pose interesting possibilities for marketing managers.