The Effect of Personal Factors on Social Media Usage of Young Consumers

Abstract

The unprecedented growing and popularity of social media platforms, the purpose of this paper is to investigate social media users’ personality in the line with the Big Five personality traits and their social media usage intention. In this context a conceptual model is offered and field survey is conducted to 108 member of Generation Y. Data analysis was performed using structural equation modelling with AMOS. This study provides data on the following (1) the social media usage of Generation Y and (2) how is the personality affect Generation Y's social media usage? Managerial implications and future research directions are also discussed.