Understanding the role of personality traits on Facebook intensity

Leonidas Hatzithomas, Nikolaos Misirlis, Christina Boutsouki and Maro Vlachopoulou

International Journal of Internet Marketing and Advertising, 2019, vol. 13, issue 2, 99-119

Abstract: The present study aims to examine the influence of the five personality traits (extraversion, neuroticism, agreeableness, openness and conscientiousness) on both Facebook usage and users' preferences for specific Facebook features. Hierarchical regression analysis was used for hypothesis testing. Survey data from 367 university students in Greece indicate that, agreeable individuals use Facebook to express their orientation to other people rather than to themselves. Extroverts use Facebook as a relationship building mechanism, whereas neurotics strive to bring out the best of themselves. Openness and conscientiousness do not seem to affect significantly Facebook use.

Keywords: personality traits; extraversion; neuroticism; agreeableness; Facebook intensity. (search for similar items in EconPapers)
Date: 2019
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