An Exploration into the Brand Personality Traits of Social Media (11/13)

The Journal of Social Media in Society is a peer-reviewed, open-access, online journal that accepts scholarly articles and book reviews on a myriad of topics related to social media. This paper analyzes the five brand personality traits of sincerity, excitement, competence, sophistication and ruggedness for six social media platforms. Through this research authors determine how brand personality characteristics influence the use of specific social media platforms. (Hint: data indicates the social media platform with the most defined personality is Pinterest).

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