Big Five Personality Traits and Attitude Towards Augmented Reality Advertisement: Mediating Role of Consumer Attitude and Moderating Role of Brand Image

Abstract

The primary objective of this research is to discern the profound impact of distinct personality traits, namely agreeableness, conscientiousness, extraversion, openness to experience, and neuroticism, on consumer attitudes and perceptions of AR advertisements. Simultaneously, the study investigates the nuanced moderating role of brand image, examining its effect on the intricate interplay between personality traits and consumer attitudes. This investigation employs a robust quantitative approach, drawing upon a sample of 475 respondents meticulously selected through a purposive sampling technique, ensuring a well-rounded representation. The findings unveil compelling insights into the complex relationships at play. Notably, personality traits exhibit substantial correlations with attitudes toward AR advertisements. Furthermore, consumer attitudes are identified as key mediators, illuminating the pivotal role they play in bridging the gap between personality traits and attitudes toward AR advertisements. The implications of these findings extend far beyond the confines of this study. Marketers operating in Pakistan and beyond stand to gain invaluable guidance in their endeavors to harness the potential of AR technology. A deeper understanding of the intricate interplay between personality traits and brand image can empower marketers to craft more precise and impactful advertising strategies.