Social Behavior and Personality An International Journal · 2013 · 98 citations · 0 references
Social SciencesMarketingPsychologyPersonality PsychologyPsychometricsSocial Media MarketingCustomer SatisfactionPersonality AssessmentPersonality TraitsSocial MediaSocial Media CommunicationTrait TheoryBig Five Personality ModelIncome LevelLife Satisfaction Measurement
In this study, we investigated the relationship between social media and users' personality factors. We used a questionnaire comprising the five-factor model of personality (McCrae & Costa, 1987), a life satisfaction scale (Diener, Emmons, Larsen, & Griffin, 1985) and a social media marketing activities scale (Kim & Ko, 2011) to collect data from 503 Faculty of Economics and Administrative Sciences students. The results show that 2 personality traits (namely, conscientiousness and openness to experience), 2 demographic attributes (namely, education and income level) and life satisfaction are significant predictors of social media use. The relationships with the other factors explored were not significant.