Does One Size Fit All?

Brands are increasingly investing in fostering consumer engagement with their social media pages to strengthen the consumer-brand relationship and ultimately generate positive electronic word of mouth (eWOM). In their newly published article Does One Size Fit All? The Role of Etraversion in Generating Electronic Word-of-Mouth Through Social Media Brand Page Engagement in Psychology & Marketing Marko Sarstedt and his co-authors Ovidiu-Ioan Moisescu, Oana-Adriana Gica, Flavia-Andreea Herle and Ioana Dan take a closer look on the question of whether taking consumer character traits into account when developing a social media strategy has a positive impact on eWOM.