Empirical investigation of brand affinity for VOD platforms in Spain based on Big Five personality traits
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Abstract
Introduction: Since its early stages, marketing has shown interest in psychology as a tool for understanding consumer behavior, although this approach was initially more theoretical than empirical. Currently, consumer behavior is mainly analyzed through sociodemographic parameters and personal values. In the 1990s, a key approach to personality research based on traits—known as the Big Five model—was consolidated, significantly expanding analytical possibilities in this field. Methodology: The first phase involved a literature review focused on analyzing brand and product affinity through the lens of the Big Five personality model. Subsequently, an empirical study was conducted using two digital questionnaires—one assessing personality traits and another evaluating consumer affinity—administered to a sample of 492 individuals. The data from both instruments were integrated using an anonymized key, and a Pearson correlation analysis was performed using SPSS software. Results: The study explored the advantages of applying the Big Five personality model to marketing, reviewed prior proposals on brand affinity, and developed an original investigation centered on the Spanish market for video-on-demand (VOD) streaming platforms. Relevant correlations were identified between personality profiles and consumption preferences. Discussion: The findings support the usefulness of the Big Five model in establishing significant relationships between personality traits and brand affinity, providing valuable insights for product positioning and audience segmentation in marketing strategies. Conclusions: The research revealed strong correlations between various VOD platforms and the Big Five personality traits, demonstrating the model’s predictive capacity regarding consumer affinity and reinforcing its applicability in strategic marketing.
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