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Unleashing brand evangelism: the role of HEXACO personality traits and self-efficacy in the smartphone user community

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  • Pankaj Tiwari

    (Sharda University)

Abstract

In today’s fiercely competitive smartphone market, brand evangelism has become a critical business objective. This study aims to investigate the relationship between HEXACO personality traits, self-efficacy, and brand evangelism behaviour of smartphone users. Using structural equation modelling (SEM), 250 smartphone e-commerce customers were analysed. According to the results of the study, self-efficacy and HEXACO personality traits have a significant impact on brand evangelism. In the smartphone industry, self-efficacy is directly linked to the positive effects of brand evangelism. Recognizing HEXACO personality traits and self-efficacy as crucial elements in disseminating brand evangelism among consumers in the highly competitive smartphone industry can aid businesses in developing strategies to increase customer loyalty and advocacy.

Suggested Citation

  • Pankaj Tiwari, 2024. "Unleashing brand evangelism: the role of HEXACO personality traits and self-efficacy in the smartphone user community," SN Business & Economics, Springer, vol. 4(3), pages 1-27, March.
    • Handle: RePEc:spr:snbeco:v:4:y:2024:i:3:d:10.1007_s43546-024-00630-9
    DOI: 10.1007/s43546-024-00630-9
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