Unleashing brand evangelism: the role of HEXACO personality traits and self-efficacy in the smartphone user community

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.