The Role of Social Network Brand Personality in a Consumer-Brand Relational Model

Purpose: This research employs Aaker's brand personality framework to explore the interrelationships between social network platform brand personality and attitude, motivations, behavioural intention, and behaviour. Design/methodology/approach: Quantitative data were collected from three samples of social network (Facebook, LinkedIn, and YouTube) users via online self-administered surveys. Structural equation modelling was used to test the hypotheses. Findings: The results showed that some personality traits positively relate to attitudes (excitement for Facebook and LinkedIn; sincerity for YouTube). Excitement was positively related to all motivations for Facebook and LinkedIn and one for YouTube. Practical implications: The paper provides insights into how social network users perceive the brand personality of social network platforms. Originality/value: The paper brings new insights into social networks as brands, contributing new knowledge into the role of brand personality in the social media realm. It further demonstrates how brand personality facilitates consumer-brand relationships and user behaviour. A South African view is provided, contributing to the limited work from an African view.