Relationships between the “Big Five” personality types and consumer attitudes in Indian students tow...
Relationships between the “Big Five” personality types and consumer attitudes in Indian students toward augmented reality advertising
About this item
Full title
Author / Creator
Publisher
Bradford: Emerald Publishing Limited
Journal title
Language
English
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Publication information
Publisher
Bradford: Emerald Publishing Limited
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Scope and Contents
Contents
PurposeThe purpose of this paper is to investigate the role of the “Big Five” personality traits (extraversion, openness, agreeableness, conscientiousness and neuroticism) on the adoption of augmented reality (AR), with a particular focus on the role AR may play in interactive marketing.Design/methodology/approachA quantitative-based approach was f...
Alternative Titles
Full title
Relationships between the “Big Five” personality types and consumer attitudes in Indian students toward augmented reality advertising
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Primary Identifiers
Record Identifier
TN_cdi_crossref_primary_10_1108_AJIM_02_2021_0046
Permalink
https://devfeature-collection.sl.nsw.gov.au/record/TN_cdi_crossref_primary_10_1108_AJIM_02_2021_0046
Other Identifiers
ISSN
2050-3806
E-ISSN
1758-3748
DOI
10.1108/AJIM-02-2021-0046
