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Promotion Mana ement

Journal of Promotion Management

ISSN: 1049-6491 (Print) 1540-7594 (Online)Journal homepage: https://www.tandfonline.com/loi/wjpm20

The Impacts of Consumer Personality Traits on Online Video Ads Sharing Intention

Chang-Won Choi

To cite this article: Chang-Won Choi (2020) The Impacts of Consumer Personality Traits on Online Video Ads Sharing Intention, Journal of Promotion Management, 26:7, 1073-1092, DOI: 10.1080/10496491.2020.17 46468

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JOURNAL OF PROMOTION MANAGEMENT 2020, VOL 26, NO. 7, 107 1092 https//doi.org/10.1080/10496491.2020.1746468

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The Impacts of Consumer Personality Traits on Online Video Ads Sharing Intention

Chang-Won Choi

University of South Carolina, Columbia, South Carolina, USA

ABSTRACT KEYWORDS Despite the increasing importance of advertisement sharing, Big Five personality;

consumer personality;research on the characteristics of people sharing advertise­ advertisement sharing; v iral ments with others is limited. This study examines the impacts advertis ing; audi-

of personality traits on online video advertising sharing inten­ ence targeting tion (OVASI). The results show that extraversion, neuroticism, and openness to experience among big-five personality traits have positive impacts on OVASI. Particularly, the effect of extraversion on OVASI was positive and the largest among personality traits. Implications of the findings, as well as sug­ gestions for further research, are discussed.

Introduction

Video media is now shifting from TV to digital devices such as computers and mobile phones. Cisco (2019), a technology conglomerate, forecasts that video traffic will account for 82% of all consumer Internet traffic by 2022, up from 75% in 2017. The online video ad spending in the U.S. will also increase by 66% from 2018 to $29.6 billion by 2022 and is expected to account for about one-half of television advertising spending (eMarketer, 2018).

As the online advertising market rapidly grows, consumers are being exposed to more online ads. The flood of ads in online media might make users perceive online video ads as irritating as they disrupt the consump­ tion of video content (Loureiro, 2018). Because consumers tend to use digital media in a goal-oriented way, they perceive online video ads as more intrusive than traditional media ads (Li et al., 2002). Particularly, pre­ roll ads, the online video ads that play before the video content the user has sele cted, are perceived as more intrusive by online video con tent users (Campbell et al., 2017).t1 This perceived intrusiveness leads to ad avoidance and negatively affects consumers' attitude toward advertisements (Campbell et al., 2017; Goodrich et al., 2015; Li et al., 2002).

Viral advertising, which is defined as "unpaid peer-to-peer communica­ tion of provocative content originating from an identified sponsor using

CONTACT Chang-Won Choi C changwon@em ail. sc.edu � School of Journalism and Ma ss Commu nic ations, University of South Carolina, Columbia, SC, USA. 0 2020 Taylor & Francis Group, LLC

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the Internet to persuade or influence an audience to pass along the content to others" (Porter & Golan, 2006, p. 29), might be one of the advertisers' strategies to overcome ad avoidance in digital media. According to S. Cho et al. (2014), consumers tend to pay attention to advertisements shared by trusted or dose interpersonal sources and perceive them as less irritating. Therefore, consumers' sharing behaviors allow advertisements to be exposed to more audiences. If an advertisement is spread widely among consumers, the advertiser can achieve an ad exposure effect beyond the advertising budget.

The problem is that viral advertising strategies are not always successful in promoting ad sharing (O'Neill, 2010). Also, some viral campaigns can backfire by unintentionally provoking people (Arli & Dietrich, 2017). On the other hand, other online video ads might be unexpectedly shared by many people, even though the companies did not promote ad sharing (Berger, 2013). Therefore, many researchers have conducted studies to find out the causes and conditions of online video ad sharing. This study also looks at general online video ads, not just viral advertising, to examine the factors that affect online video ad sharing.

Previous studies have focused on the motives of online video ad sharing (Lee et al., 2013; Nikolinakou & King, 2018; Phelps et al., 2004; Taylor et al., 2012), the characteristics of online video ad content to be shared (Berger, 2011; Berger & Milkman, 2012; Chwialkowska, 2019; Yuki, 2015), and the effects of shared online video ads on consumers' behaviors (Cho et al., 2014; De Bruyn & Lilien, 2008). However, little attention has been paid to the personality traits of those who share online video ads with others. According to the Pew Research Center, only 31 % of American adults uploaded or posted videos on online media (Purcell, 2013). Therefore, the percentage of people with experience to pass along online video ads to others might be much lower. So, why are some people more likely to share online video ads with others? Why do other people share online video ads less often?

This study examines the effects of consumers' personality traits on the online video ad sharing intention. Personality is the psychophysical sys­ tem that determines a human's behavior and thought (Funder, 2015). Also, consumers' personality traits influence the effectiveness of the advertising message (Hirsh et al., 2012; Souiden et al., 2017). Therefore, one can assume that the intention of online video ad sharing may also vary depending on the consumers' personality traits. Given that the com­ munication process can be divided into five parts ("who," "says what," "in which channel," "to whom," and "with what effect"), understanding the characteristics of the sharer is essential for explaining the processes of online video ad sharing.

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Literature review

Online video ad sharing intention

One of the unique features of online video ads, which are different from

mass media ads, is that viewers can easily share the ads with others (Lee et al., 2013; Porter & Golan, 2006). Online video ad sharing is a special form of word-of-mouth (Yang & Wang, 2015). While word-of-mouth refers to any positive or negative statement made by consumers about a product or company (Hennig-Thurau et al., 2004), online video ad sharing is lim­

ited to passing along the ad to others. Online video ad sharing provides advertisers with an opportunity to

overcome consumers' ad avoidance. Consumers tend to pay attention to the advertisements shared by close interpersonal sources (i.e., friend or family member) and regard them as more informative, more entertaining,

and less irritating (Cho et al., 2014), because people in close rela tionships are considered to have pure intentions to share useful or interesting infor­ mation, not purposes of obtaining personal gain (Chiu et al., 2007).

In addition, online video ads can be shared not only on the Internet but also face-to-face. Although users can easily pass along an online video ad

that they have watched by clicking a «Send this to a friend" or «Share" but­ ton (Lee et al. , 2013), they can also show the ad to others in person by ren­ dering it on their mobile phones or computers. Keller and Fay (2009) found that much of word-of-mouth that is influenced by advertising occurred offline as well as online. Therefore, previous researches broadly

measured online video ad sharing intention by not limiting it to the con - text of online media (Lee et al., 2013; Yang & Wang, 2015). Based on the above discussion, the online video ad sharing intention (OVASI) can be defined as the consumer's intention to voluntarily pass along a specific online video ad or talk about it to others online or offline.

Consumer fadors that trigger online video ad sharing intention

Consumer factors that lead to the sharing of online video ads can be div­ ided into social factors and individual factors (Chu & Kim, 2018). In terms of social factors, the interpersonal relationship between the sender and receiver influences the receiver's ad sharing intention (Chiu et al., 2007).

Specifically, consumers are likely to pay attention to an online video ad sent by a trusted or close interpersonal source, and they are more willing to forward it to close people. Also, a strong consumer-brand relationship can increase the receiver's intention to pass-along the online video ad to

other people (Hayes & King, 2014; Shan & King, 2015).

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In the case of individual factors, most research has focused on the consum - er's motives to pass along advertisements to others (Lee et al., 2013; Nikolinakou & King, 2018; Phelps et al., 2004; Taylor et al., 2012). Phelps et al. (2004) examined which interpersonal communication motives cause consumers to pass along advertising email messages to others. Pleasure (e.g., for fun) and affection (e.g., helping others) were found to be primary motives in passing along advertising emails. Similarly, Hayes and King (2014) study shows that altruism influenced the likelihood of online video ad sharing. On the other hand, the studies by Lee et al. (2013) and Nikolinakou and King (2018) show that altruism is not a significant motive for ad sharing.

These different results might be because sharing motives can vary depending on the respondents' personality traits. Personality traits are highly correlated with motives for seeking and sharing online content and information (Jadin et al., 2013). Also, self-enhancement is an important motive for forwarding online advertising messages (Taylor et al. , 2012). That is, if consumers perceive that an online video ad message reflects their values and personality traits, they might be motivated to share the ad to reinforce and express their identity. Therefore, it is necessary to pay atten­ tion to the influence of consumer's personality traits on OVASI.

Personality and online video ad sharing intention

Personality is defined as « an individual's characteristic patterns of thought, emo­ tion, and behavior, together with the psychological mechanisms - hidden or not - behind those patterns" (Funder, 2015, p. 5). An individual's personality traits are stable and consistent across situations (Cobb-Clark & Schurer, 2012).

The Big Five model of personality, assessing individual differences in personality characteristics, is a reliable and robust structure that has been consistently found in a wide variety of studies (Lang et al., 2011). This model consists of extraversion, openness to experience, consciousness, agreeableness, and neuroticism. Extraversion is defined by terms such as sociable, fun-loving, affectionate, friendly, and talkative. Openness to experience is characterized by original, imaginative, broad interests, and daring. Consciousness is described by using words such as careful, thor­ ough, and self-controlled. Individuals who are high in agreeableness are cooperative, amiable, sympathetic, and generous. Adjectives associated with neuroticism are worrying, insecure, temperamental, and unsta ble.

Many studies have found that these personality traits were related to humans' communication behaviors, such as digital media usage (Acar & Polonsky, 2007; Correa et al., 2010; Tuten & Bosnjak, 2001; Yeo, 2012), knowledge sharing (Matzler et al., 2008), and word-of-mouth activity (Chiu et al., 2007; Ferguson et al., 2010; Sun et al., 2006). Particularly,

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extraversion and openness to experience were commonly found to have impacts on digital media usage and word-of-mouth (Acar & Polonsky, 2007; Chiu et al., 2007; Correa et al., 2010; Ferguson et al., 2010; Tuten & Bosnjak, 2001; Yeo, 2012). Therefore, consumers' personality traits might influence their intention to share online video ads with others.

Extraversion

Extraversion's major characteristics provide important implications for online video ad sharing. Most of all, extraverted people are sociable and like to have social interactions. Highly extraverted people tend to have a higher number of friends on social media and use social media more fre­ quently than introverted people (Amichai-Hamburger & Vinitzky, 2010; Correa et al., 2010). Extraverted people also tend to perceive themselves as being popular both offline and on social media (Zywica & Danowski, 2008). Therefore, it can be assumed that if extraverted consumers share an online video ad via social media, it might have a ripple effect because of their sociability and social connections.

Extraverted persons tend to express themselves and share information with others often. According to Yoo and Gretzel (2011), extraverts like to create and post consumer-generated media more frequently on the website than others, because extraversion is correlated with emotional expressive­ ness (Lang et al., 2011) and posting content on social media gratifies extra­

verts' self-presentation motive (Hunt & Langstedt, 2014). Also, because extraversion embraces talkativeness and enthusiasm, extraverted people or teams tend to share their knowledge with others ( de Vries et al., 2006). Besides, extraverted people tend to like to influence other people's thinking and behaviors (Judge et al., 2002; Xiaoyong et al., 2011). Accordingly, extraverted consumers are more likely to pass along an online video ad, if they perceive that the ad has informational value for others or self-expres­ sive value. Therefore, the following hypothesis is proposed:

HI. Extraversion is likely to increase online video ad sharing intention.

Openness to experience

People who score high on the openness to experience personality trait tend to have a wider variety of interests and a willingness to pursue new experi­ ences (Aluja et al., 2003). Open people do not passively accept information. Instead, they actively seek information. Tuten and Bosnjak (2001) found that openness to experience is positively related to using the Internet for entertainment and product information gathering. Individuals who scored

higher on the trait of openness to experience tend to use social media more often, due to their tendency to be curious and desire to explore new

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activities (Correa et al., 2010 ). Accordingly, open people are likely to pay more attention to creative and unique advertising than others.

Open people not only seek new information and exciting experiences, but they also might share their beliefs with others by participating in groups. Highly open people are more likely to talk with heterogeneous peo­ ple and participate in social activities (Kim et al., 2013 ). Openness to experience is also related to information forwarding intentions. Matzler et al. (2008) argued that people who actively seek inform ation are likely to share it with others. According to Cabrera et al. (2006), open people tend to participate actively in knowledge exchange within an organization. Chiu et al. (2007) also found that those who score high on openness to experi­ ence are more willing to share marketing messages with others. The study by Yoo and Gretzel (2011) showed that people who score high on openness to experience tend to write online travel comments to someone they have never met. Therefore, i t can be assumed that open people are likely to share an online video ad that is interesting to them with others. In the cur­ rent study, the following hypothesis is proposed :

H2. Openness to experience is likely to increase online video ad sharing intention.

Con scien tio usn ess, n e u ro ticism, a nd agreea bleness. Conscientious people tend to focus on information related to their goals. Tidwell and Sias (2005) found that conscientious persons seek information to ensure high perform­ ance, and they view information gathering as part of the progress toward success. Therefore, it can be expected that conscientious individuals tend to pay less attention to the online video ads and share the ads less because they are likely to use digital media in a more goal-oriented sense in the search for information and thus perceive the online ads as intrusive. Therefore, the following hypothesis is proposed :

H3. Conscientiousness is likely to decrease online video ad sharing intention.

Neurotic pe ople tend to lack patience and get nervous easily (Furnham & Cheng, 2019; Lan g et al., 2011). Therefore, highly neurotic people might more often perceive the ads as irritating and disruptive to their watching of online content; thus, they are likely to avoid online video ads. Also, neur­ oticism is negatively correlated with optimism (Sharpe et al., 2011) and positively correlated with attachment-related anxiety (Donges et al., 2015). Thus, neuro tic people tend to worry about their social standing and con­ cern for others' feelings. Therefore, a person who scores high on neuroti­ cism traits would be likely to be anxious about others' negative evaluations toward his or her behavior of ad sharing. Besides, neuroticism was nega­ tively correlated with autonomy, outgoingness, and so cial leadership, and neurotic people tend to avoid expressing their thoughts and interests in

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public (Judge et al. , 2002; Xiaoyong et al., 2011). Accordingly, it can be expected that neurotic people might be less likely to pass along the ads to others. In the current study, the following hypothesis is proposed:

H4. Neuroticism is likely to decrease online video ad sha ring intention.

Agreeableness is positively correlated with knowledge sharing within an organization (N. Cho et al., 2007; Matzler et al., 2008; Mooradian et al., 2006; Wang & Yang, 2007). It is the nature of agreeable people to help others (Cho et al., 2007). Therefore, individuals with agreeableness may share their knowledge to help others. Ho wever, the relationship between agreeableness and word-of-mouth is n ot dear. Several studies showed that agreeable people were more likely to spread the word about products or services (Adamopoulos et al., 2018; Ferguson et al., 2010; Yoo & Gretzel, 2011). In contrast, in other studies by Chiu et al. (2007) and Mowen et al. (2007), agreeableness was not significantly associated with word-of-mouth activity. Since there is a lack of theoretical basis and previous studies have shown conflicting results, it was decided to loo k at the relationship between agreeableness and OVASI in an exploratory manner, rather than proposing a hypothesis. Therefore, the following research question is posed:

RQI. How does agreeablenes s influence online video ad sharing intention ?

Methods

This study aims to examine the generalizable relationships between person­ ality traits and OV ASI based on the Big Five personality theory. An online survey was selected as the most suitable research method by which to achieve this research objective by considering three criteria. First, in order to test the hypothesis proposed in this study, respondents' personality traits should be assessed on the basis of the Big Five personality theory. The most valid method by which to assess the Big Five personality traits is using the survey questionnaire (Gosling et al., 2003; Nye et al., 2008; Thompson, 2008).

Second, the relationships between personality traits and OV ASI should be examined The survey research method is useful in investigating the rela tionship between two or more variables, such as demographics, psycho­ graphics, and behaviors (Croucher & Cronn-Mills, 2015). Particularly, given that participants' personality traits are individual characteristics and cannot be manipulated by a researcher (Revelle, 2007), the survey metho d is a more suitable way to examine these relationships rather than experimental research methods.

Third, the relationships between personality traits and OV ASI should be generalizable. Although survey methodology has limitations in providing an

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in-depth understanding of participants' ad sharing motivations, unlike qualitative research methods, the findings from survey research can be gen - eralized to the real settings and the population beyond the sample group (Chang, 2017).

For those reasons, most studies on the relationships between personality and behaviors have been conducted by surveys (Amichai-Hamburger & Vinitzky, 2010; Chiu et al., 2007 ; Correa et al., 2010; Donges et al., 2015; Judge et al., 2002; Tuten & Bosnjak, 2001; Xiaoyong et al., 2011; Yoo & Gretzel, 2011).

Sample

Although online panels generally have limitations in representing the popu­ lation, the use of online panels when researching online advertising e ffects and online media usage may not threa ten the validity (Bobkowski, 2015 ; Lim, 2017). Also, the results of the student sample and the online panel are consistent when testing the hypothesis (Kees et al., 2017). Given that the purpose of the study is to test the hypotheses of sharing online video ads, it is considered acceptable to use an online panel for data collection.

A priori power analysis by G*Power 3 was conducted to determine the sample size (Faul et al., 2009). To minimize Type I and II errors, a and fi were set to .05. Effect size f

2 was set to .15, which is the medium level. The

number of predictors including control variables in this study was nine. The results showed that the minimum sample size number for a multiple regres­ sion analysis was 166. However, in order to detect the small effect size, larger samples are necessary (Wilson Van Voorhis & Morgan, 2007). Accordingly, a total of 510 participants were recruited to reduce Type I and II errors and detect the small effect size.

After receiving approval from the institutional review board of all procedures and protocols, participants were recruited through a Qualtrics online panel of U.S. adults in early March 2019. Because the sample in the online panel cannot be not recruited via probability sampling, this study used the quota sampling method (AAPOR, 2010). Specifically, the composition of gender and age groups was based on 2017 U.S. population estimates. Qualifying individuals who com­ pleted the survey were compensated monetarily by Qualtrics.

Of the respondents, 18.4% were 45- 54 years old, 18.2% were 25-34, 18.2% were 35 -44, 17.5 % were 55-64, 17.1 % were above 65, and 10.6% were 18-24. There were slightly more females (53.1 %) than males. The majority identified themselves as White (73.9 %). The remainder consisted of African Americans (11.8%), Hispanics (6.3%), Asians (4.5%), and others (3.5%). Among the participants, 31.0% had some college education, 29. 2% had a high-school education, 28.2% had college degrees, 9. 0% had Bachelor's degrees or higher, and 2.5% had not finished high school. A

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total of 42. 0% o f the sample reported an annual household income of more than US$50,000, and about 11.4% of those respondents reported earning more than US$100,000.

Measurem ent

Because personality measurement scales are composed of 10 0 items, these many multi-item scales might burden survey respondents. For this reason, Gosling et al. (2003) developed the ten-item personality inventory (TIPI) .

However, the TIPI has generally shown low internal consistency estima tes (Gosling et al., 2003; Kim et al., 2013).

To meet the criteria of validity and reliability while also reducing the response burden, this study used ten items (two items per factor) with commonly high loading in previous studies (Karampela et al., 2018; Nye et al. , 2008; Thompson, 2008).

Because this study used two-item scales to measure personality traits, reliability was assessed by using Spearman-Brown p . This coefficient is the

most appropriate reliability statistic for a two-item scales (Eisinga et al., 2013 ). Personality measurement items are: extraversion - "talkative" and "extraverted" (M = 4.29, SD = 1.60, p = .7 9), openness to experience - "imaginative" and "cre ative" (M = 5. 08, SD = 1.42, p = .88), conscientious­ ness - "organized" and "systematic" (M = 5.17, SD = 1. 26, p = .75), neur­ oticism - "moody" and "jealous" (M = 3.73, SD = 1. 63, p = .78) , and agreeableness - "sympathetic" and "warm" (M = 5 .40, SD = 1.22, p = .84). Respondents rated the extent to which they thought each personality trait described themselves accurately on a scale ranging from 1 (stro ngly dis­ agree) to 7 (strongly agree) .

Based on the conceptual defini tion of online video ad sharing, the inten­ tion to share online video ads was measured using four items adapted from previous studies (Chu, 2011; Harrison-Walker, 2001; Lee et al., 2013). Survey participants were asked to indicate their likelihood ( on a 7 -point scale where 1 = extremely unlikely and 7 = extremely likely) of the following statements using the common stem, "If I encounter an interesting online video ad,": (a) "I will share it with others through social media."; (b) "I will show it to others in person."; (c) "I will talk about it with others" (M = 5. 25, SD = 1. 26, a = .90).

Results

Measurem ent validity

The confirmatory factor analysis was conducted to ensure the reliability

and construct validity of the measurement scales. The result demonstrated

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Ta ble 1 . Confi rm atory a n a l y si s of con struct v ari ables.

C onstructs Measu rem e nt item s Stand ard ized fa ct or load ing

Extrav ersion (CR = .80, A VE = .67) Ta lkative . 9 1 *** Extr ove rte d . 72* **

Openness to experience (CR = .88, Cre ative . 96* ** A VE = .79) I ma gi native . 8 1 * **

Cons ci e ntiousness (CR = . 75, A VE Organ ized . 8 1 *** = .61*) Sy stem atic . 74***

N e uroticism (CR = .78, A VE = .65 ) Jealous . 84* ** Moo dy . 77* **

Agreea bleness (CR = . 85, A VE Warm . 92* ** = .73 ) Sy mpat heti c .79***

Onli n e Vi d eo A d I wi l l show it to others in p er son. . 9 1 *** S haring I ntent ion I wi l l talk a bo ut it with others. . 9 1 *** ( OVASI) ( CR = .90, A VE = . 7 6) I wi l l sh are it with oth e rs through .79***

so cia l m ed i a.

*p < . 05; * *p < .0 1 ; ***p < .00 1 *.

Ta ble 2 . Correlation s a n d d i scrim i n a n t va l i d i ty .

Ext ra Open Co ns Neuro Agree OVA SI

Extrav ersion ( Extra) .82 Openness to experience (Open) .43 *** .89 Cons ci e ntiou sness (Cons) .23 *** .3 3 * * * . 78 N e uroticism ( N eu ro) . 1 4* . 1 *0* - .06 .8 0 Agreea bleness (Ag ree) .46*** .42** * .42** * - .02 .86 Onli n e Vi d eo Ad Sharing .3 5 *** .3 2*** . 1*6** .3 5 *** .25***

I ntention ( OVAS I )

Note: T h e square ro ot of A VE i s i n b o l d and ital i c o n t h e d ia go na l. *p < . 05; * *p < .0 1 ; ***p < .00 1 *.

an excellent fit to the da ta : x2 = 1 0 9. 4 1 (df= 50), p < .00 1 ; AGFI = . 94; CPI = . 98; TLI = .97; RMSEA = .05; SRMR = . 03 (Kline, 20 1 4) .

The composite reliability ( CR) scores and the a verage variance extracted

(A VE) values were above .6 and . 5, respectively (see Table 1 ) . These results indicate tha t the reliability and convergent validi ty was acceptable (Hair

et al., 20 1 4) . Discriminant validity was examined by comparing the square

root of the A VE for each construct agains t its correlations wi th other con ­

s tructs . As shown in Table 2, the square root of A VE for each construct

(on the diagonal) exceeded all correlations wi th o ther cons tructs . These

results indica te that every cons truct variable has a sa tisfactory level of dis ­

criminant v alidi ty.

Hypotheses testing

Hierarchical regression was cond ucted to tes t the hi otheses (H 1 through yp H4) and address the research ques tion ( RQ l ) . Because demographic char­

acteris tics can impact OV ASI ( Hayes & King, 20 1 4; Taylor et al., 20 1 2; v an

der Goot et al. , 20 1 8; Wang, 2006), gender ( coded as dummy with O =

'male' and 1 = 'female'), age, educa tion level, and household income were

controlled by entering them in the firs t block using the enter method .

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Ta ble 3 . Hi era rch ical reg res sion an al ysis pred i cti n g OVASI .

I n d e pe n d e nt varia bl e s B S.E fJ Block 1 : Demo g ra p h i c v a ri a bles Gender .09 . 1 5 .02 Age - .3 1 .OS E ducatio n l ev el - .09 .07 Household i ncome - .0 1 . 06 Adj usted R2 . 1*5 * * *

- .28*** - .OS - .0 1

Block 2: Perso n a l ity traits Extrav ersi on .22 .OS Openness to experi ence . 1 4 .OS Cons ci e ntiou sness . 1 *0 .06

.20* **

. 1 *1 *

.07 N e uroticism . 1 *6 .05 Agreeabl e ness . 1 *1 .07 I ncrem ental adjusted R2 . 1 *3 * * *

. 1*5 ***

.08

N otes: Results are from final reg res sio n eq uatio n with all b l ocks of variables in t he m od e l. *p < . OS; * *p < .0 1 ; ***p < .00 1 *.

Personali ty variables were entered in the second block using the enter

method. All results are reported in Table 3 . H l and H2 predicted that extraversion and openness to experience

would positively influence on OV ASL The results revealed that ex traversion

(/3 = .20, p < . 00 1 ) and openness to experience (/3 = . 1 1 , p < . 05) were

significant posi tive predictors of OVASI. These res ults indica ted tha t con ­ sumers who are high on extraversion or openness to experience are more

likely to share o nline video advertisemen ts with others . Thus, Hypo thesis 1

and Hypothesis 2 were supported. H3 predic ted that conscientiousness would have nega tive impacts on

OV ASL The result showed that conscientiousness was not a significant

negative predictor of OVASL Thus, Hypothesis 3 was not supported. H4 posi ted the nega tive relationship between neuroticism and OV ASL

Contrary to expecta tion, neuroticism had a positive impac t on OV ASI (/3

= . 1 5, p < . 00 1 ) . Thus, Hypothesis 4 was no t supported . Finally, RQ l asked whether agreeableness would i nfluence OV ASI . A

hierarchical regression analysis result showed tha t the impact of agreeable ­

ness on OV ASI was insignificant. To summarize, among Big Five personality trai ts, extraversion, openness

to experience, and ne uro ticism had significant posi tive impacts on OVASL

D i s c u ssion

The current st udy examined the effects of consumer personali ty trai ts on

OV ASL These results are essential as they extend exis ting research on ad

sharing by providing empirical evidence of the influence of personali ty tra its on ad sharing intention .

Firs t, ext raversion and openness to experience were significant predictors

of OV ASL These results are consis tent wi th prior s tudies on knowledge

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sharing (Cabrera et al., 2006; Matzler et al., 2008) and marketing message forwarding (Chiu et al., 2007; Yoo & Gretzel, 2011 ). Particularly, the /3 value of ex traversion on OV ASI was highest among the Big Five personal­ ity traits. This result might be because extraverted people not only tend to seek excitement but also value social interactions ( Blackwell et al. , 2017). These people consider sharing as a way to express themselves (Hunt & Langstedt, 2014).

Interestingly, contrary to expectations, the effect of neuroticism on OV ASI was positively significant. Neuroticism has been known to be an insignificant or negative influencer in studies on marketing information sharing and word-of-mouth (Acar & Polonsky, 2007; Adamopoulos et al., 2018; Chiu et al., 2007; Yoo & Gretzel, 2011). The results of this study can be attributed to neurotic people's tendency to use social media frequently (Andreassen et al., 2012). People high in neurotic ism tend to use web social services and engage in interactions in social media (Correa et al., 2010). These people also tend to use the Internet to reduce loneliness and to feel a sense of belonging to a group (Hughes et al., 2012). Therefore, it can be speculated that neurotic people might pay attention to online video ads rather than avoid them because they spend a lot of time on social media and use the Internet to reduce loneliness. Besides, it can be said that neur­ otic people are likely to share online video ads to get social support, such as likes and retweets.

Consciousness and agreeableness were not significantly related to OVASI. Notably, many studies have found that agreeableness is related to knowledge sharing (Cho et al., 2007; Matzler et al., 2008; Mooradian et al., 2006; Wang & Yang, 2007). Agreeable people tend to share information and knowledge for helping others, not for expressing ·themselves or for pleasure. Therefore, it can be said that online video ad sharing is generally not related to agreeable people's motives to help or cooperate with others.

T h eoretica l a n d m anag erial implication s

This research has several important theoretical implications. First, this study extends research on online video ad sharing by examining the influ­ ences of personali ty trai ts on OVASI. Although many researchers have investigated the motive of online video ad sharing and the emotional char­ acteristics of online video ad content to trigger consumers' sharing behav­ iors (Berger & Milkman, 2012; Chwialkowska, 2019; Lee et al., 2013 ; Nikolinakou & King, 2018; Taylor et al., 2012), there has been little a tten­ tion to the influence of consumers' personality traits on online video ad sharing. The findings of this study show that the Big Five personali ty the­ ory can be applied to explaining consumers' intention to share online video

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ads. Given that consumer factors influencing OVASI can be divided into social and individual factors (Chu & Kim, 2018), consumers' personali ty traits should be incorporated as individual factors into the research on the online video ad sharing.

Second, the present study fills the gap in the literature on online video ad sharing in that it provides useful clues for understanding the discrepan­ cies in the results of previous studies on online video ad sharing. As dis­ cussed in the literature review section, although many researchers have examined the major motivations for online video ad sharing (Hayes & King, 2014; Lee et al., 2013; Nikolinakou & King, 2018; Phelps et al., 2004), the results were not consistent This study sho ws that consumers who score high on neuroticism, openness to experience, or extraversion are more likely to have the intention to share online video ads with others than those who score high on conscientiousness or agreeableness. That is, the influen­ ces of consumers' motivatio ns on OVASI might differ depending on the personality traits of respondents.

Third, this study has a theoretical contribution in that it provides evi­ dence that the object of sharing (e.g., knowledge, the product-related infor­ mation, and online video ad) might be a condition for the effects of personali ty traits on sharing behavior. Specifically, unlike the previous stud­ ies on knowledge sharing (Cho et al., 2007; Matzler et al., 2008) and prod­ uct-related word-o f-mouth (A car & Polonsky, 2007; Adamopoulos et al., 2018; Chiu et al., 2007; Yo o & Gretzel, 2011), the results of this study show that neuroticism has a positive effect on online video ad sharing, but agree­ ableness does not.

Fina lly, the findings of this research also provide practical insights for identifying target consumers, which can help maximize the online video advertising effects. Advertising practitioners should consider consumers' personality traits as critical elements for successful online video advertising. Recently, psychological targeting based on the consumers' personality traits is drawing attention as an effective digital marketing strategy (Matz et al., 2017). Companies can infer online media users' personality traits by using big data such as digital device logs (Lambiotte & Kosinski, 2014). Also, digital media ad agencies use the inferred personality traits for audience targeting in programmatic media buying (VIisualDNA, 2015). Therefore, based on inferred personality traits in programmatic media buying, if advertisers run the online video ads targeting consumers who sco re high on extraversion, openness to experience, or neuroticism, the advertisements might spread among a lot more consumers; thus, the advertisers c an achieve an ad exposure effect beyond media spending. Particularly, the effect of extraversion on OV ASI was the largest among personality traits. Given that ex traverted people are more sociable and have a higher number

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of friends on social media than others (Amichai-Hamburger & Vinitzky, 2010; Correa et al., 2010), the ripple effect of ad sharing by extraverted people might be greater than by others.

Limitation s a nd fut ure study

The current study has several limitations. First, this study measured the Big Five personality traits with ten items. Although the results to test reliability and validity for personality traits were satisfactory, these results do not jus­ tify that these ten items represent a broad range of personality traits. Although it is not easy for advertising researchers to use many items to measure personality traits at the same time while using other items to measure advertising related variables, future studies should consider includ­ ing more personality trait items.

Second, the data of this study came from self-reports of sharing inten­ tions. Therefore, experimental research is necessary to examine the actual behaviors of online video ad sharing. Also, this study investigated the over­ all effects of personality traits on OV ASL Therefore, it is also necessary to use ad stimuli to investigate how advertising characteristics moderate the associations of personality traits and online video ad sharing.

Third, although this study examined the influence of personality traits on OV ASI, there may be many mediators and moderators between them. Also, consumer personality traits might moderate the effects of emotional responses to the ad on OV ASL Thus, future studies should investigate the processes and conditions in which personality traits affect OV ASL

Finally, this study assumed that ad sharing is beneficial to companies. However, consumers may also share the ad in order to criticize it publicly (Arli & Dietrich, 2017). Controversial ads are often shared among consum­ ers. The impacts of personality traits on ad sharing aimed at criticizing may differ fro m the results of this study.

C onclusi on

Online video ad sharing is one of the key factors that increase the advertis­ ing e ffect (Berger & Milkman, 2012). Although many studies on online video ad sharing have been conducted, our understanding of influencing factors on ad sharing is still limited (Yang & Wang, 2015). Given that con­ sumers' response to advertising varies depending on their demographic and psychographic characteristics (Hirsh et al., 2012; van der Goot et al., 2018), the research on who shares online video ads is necessary. This study exam­ ined the relationships between consumer personality traits and OV ASL As expected, extraversion and openness to experience had significant positive impacts on OV ASL The effect of extraversion on OV ASI was the largest of

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all personality traits. Surprisingly, the results also revealed that neuroticism was positively correlated to OV ASL The findings of this study contribute to the theoretical understanding of the processes and conditions of online video ad sharing. In addition, the results have practical implications for developing a consumer targeting strategy to promote online ad sharing.

N ote

1. In this study, the online video content refe rs to the video with embedded video ads. ot all online videos include video ads. Gene rally, if a channel, which has many

subscribers or followers, sets up to host p re-roll or mid-roll video ads, that channel's videos on YouT ube and F acebook have em bedded video ads. The em bedded video ad exposu re is also related to the video content length. I n the case of Facebook, only videos 3 minutes or longer can host video ads. On YouT ube, videos that are 1 0 min utes or longer can have not only pre-roll ads but also mid-roll ads.

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