I'm researching on consumer personality and motivations to use social media to buy products. I can't find literature that link all of them, but there are many works that link personality to motivation and motivation to behavior and even personality to consumer behavior.
Praveen Sugathan
You can adapt the constructs to the context. Most research in marketing do this by adapting constructs from psychology, education, sociology etc.
However, you will need to establish the measurement model again.
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