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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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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.

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Fig. 1

Source: Developed by the researcher based on literature review and using Smart PLS4

Fig. 2

Source: Processed results from Smart PLS4

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Data availability

The corresponding author confirms that all data generated or analyzed during this study are included in this published article through various table presentations. Furthermore, primary data used in this study are collected through a self-administrated survey and are not publicly available. Only based on a reasonable request, authors may share the data.

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  1. Sharda University, 73, Boburshah Prospekt, 170100, Andijan, Uzbekistan

    Pankaj Tiwari

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  1. Pankaj Tiwari
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The author confirms sole responsibility for the following: study conception and design, data collection, analysis and interpretation of results, and manuscript preparation.

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Correspondence to Pankaj Tiwari.

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Tiwari, P. Unleashing brand evangelism: the role of HEXACO personality traits and self-efficacy in the smartphone user community. SN Bus Econ 4, 32 (2024). https://doi.org/10.1007/s43546-024-00630-9

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