Predicting user personality with social interactions in Weibo

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yuting Jiang ◽  
Shengli Deng ◽  
Hongxiu Li ◽  
Yong Liu
Keyword(s):  
Social Media ◽  
Social Interaction ◽  
Personality Traits ◽  
Interaction Data ◽  
Content Type ◽  
Social Media Platforms ◽  
Media Platform ◽  
User Personality ◽  
Personality Prediction ◽  
Media Data

PurposeThe purposes of this paper are to (1) explore how personality traits pertaining to the dominance influence steadiness compliance model manifest themselves in terms of user interaction behavior on social media and (2) examine whether social interaction data on social media platforms can predict user personality.Design/methodology/approachSocial interaction data was collected from 198 users of Sina Weibo, a popular social media platform in China. Their personality traits were also measured via questionnaire. Machine learning techniques were applied to predict the personality traits based on the social interaction data.FindingsThe results demonstrated that the proposed classifiers had high prediction accuracy, indicating that our approach is reliable and can be used with social interaction data on social media platforms to predict user personality. “Reposting,” “being reposted,” “commenting” and “being commented on” were found to be the key interaction features that reflected Weibo users' personalities, whereas “liking” was not found to be a key feature.Originality/valueThe findings of this study are expected to enrich personality prediction research based on social media data and to provide insights into the potential of employing social media data for the purpose of personality prediction in the context of the Weibo social media platform in China.

Fake or real news? Understanding the gratifications and personality traits of individuals sharing fake news on social media platforms

2022 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Brinda Sampat ◽  
Sahil Raj
Keyword(s):  
Social Media ◽  
Personality Traits ◽  
Information Sharing ◽  
Fake News ◽  
Content Type ◽  
Social Media Platform ◽  
The Social ◽  
Social Media Platforms ◽  
Media Platform ◽  
News Sharing

Purpose“Fake news” or misinformation sharing using social media sites into public discourse or politics has increased dramatically, over the last few years, especially in the current COVID-19 pandemic causing concern. However, this phenomenon is inadequately researched. This study examines fake news sharing with the lens of stimulus-organism-response (SOR) theory, uses and gratification theory (UGT) and big five personality traits (BFPT) theory to understand the motivations for sharing fake news and the personality traits that do so. The stimuli in the model comprise gratifications (pass time, entertainment, socialization, information sharing and information seeking) and personality traits (agreeableness, conscientiousness, extraversion, openness and neuroticism). The feeling of authenticating or instantly sharing news is the organism leading to sharing fake news, which forms the response in the study.Design/methodology/approachThe conceptual model was tested by the data collected from a sample of 221 social media users in India. The data were analyzed with partial least squares structural equation modeling to determine the effects of UGT and personality traits on fake news sharing. The moderating role of the platform WhatsApp or Facebook was studied.Findings The results suggest that pass time, information sharing and socialization gratifications lead to instant sharing news on social media platforms. Individuals who exhibit extraversion, neuroticism and openness share news on social media platforms instantly. In contrast, agreeableness and conscientiousness personality traits lead to authentication news before sharing on the social media platform.Originality/value This study contributes to social media literature by identifying the user gratifications and personality traits that lead to sharing fake news on social media platforms. Furthermore, the study also sheds light on the moderating influence of the choice of the social media platform for fake news sharing.

This thing of social media! Going business or socialisation? Solving the great dilemma

foresight ◽  
2019 ◽  
Vol 22 (3) ◽  
pp. 331-350
Author(s):  
Akwesi Assensoh-Kodua
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Continuance Intention ◽  
Content Type ◽  
Social Media Platform ◽  
Actual Usage ◽  
The Future ◽  
Social Media Platforms ◽  
Media Platform ◽  
Near Future

Purpose Social media has become a “thing” not just for its historical purpose of socialisation, but a multi-faceted platform of unpredictable possibilities. With the current high levels of actual usage, business on the platform has assumed different styles and has become one of the competing activities on this platform, creating a dilemma for the future. However, as social beings, we can manage such capricious adventure by means of research, to predict the possible destination before we are taken by surprise. One of such medium of studies is through the philosophies of the continuance intention theories. To this end, the purpose of this paper was to investigated some antecedents of social media that are capable of predicting the direction of this platform to test this theory of continuance intention, and the results from the predictive Smart PLS3 shows that the continuance intention for business on this platform will overtake socialisation to offer the biggest market among the elitist class in the near future, and not China, Nigeria or the NYSE. Design/methodology/approach This paper uses Predictive Smart PLS3 to analyse the continuance intention of social media platforms. Findings Predictive Smart PLS3 shows that the continuance intention for business on social media platform will overtake socialisation to offer the biggest market. Research limitations/implications The questions asked in this study focussed on buyers and not platform managers. As the continuance intention depends on the latter as well, it would have been better if their opinions were also sought to determine what will make them continue to provide social media. Originality/value This paper is among the first to do such a study.

A taxonomy of value co-creation on Weibo – a communication perspective

2018 ◽  
Vol 30 (4) ◽  
pp. 2075-2092 ◽  
Author(s):  
Jing Ge ◽  
Ulrike Gretzel
Keyword(s):  
Social Media ◽  
Future Research ◽  
Marketing Organization ◽  
Content Type ◽  
Social Media Platform ◽  
Social Media Platforms ◽  
Media Platform ◽  
Comprehensive Classification ◽  
Practical Implications

Purpose This paper aims to develop a taxonomy of value co-creation types occurring in firm-customer interactions on social media. Design/methodology/approach In total, 570 destination marketing organization (DMO)-initiated posts on Weibo and 3,137 responses were collected to develop a taxonomy by conducting qualitative empirical-to-conceptual analysis. To apply the taxonomy through conceptual-to-empirical analysis, 100 DMO-initiated posts and 823 responses were collected. Findings The communication-focused value co-creation taxonomy shows a variety of co-creators, verbal and non-verbal communicative co-creation actions facilitated by social media, and different co-created value types. Research limitations/implications This study used a single social media platform and selected three DMOs’ Weibo accounts. Future research should focus on other types of firms and different social media platforms. Practical implications This study used a single social media platform and selected three DMOs’ Weibo accounts. Future research should focus on other types of firms and different social media platforms. Originality/value This study enriches the tourism literature and the general marketing literature by examining value co-creation from a communication perspective and provides a comprehensive classification of value co-creation opportunities on social media.

“Digital buddies”: parasocial interactions in social media

2016 ◽  
Vol 10 (4) ◽  
pp. 305-320 ◽  
Author(s):  
Mujde Yuksel ◽  
Lauren I. Labrecque
Keyword(s):  
Social Media ◽  
Student Athletes ◽  
Future Research ◽  
Content Type ◽  
Social Media Platform ◽  
The Social ◽  
Social Media Platforms ◽  
Media Platform ◽  
Personal Accounts ◽  
Parasocial Interactions

Purpose This paper aims to focus its inquiries on the parasocial interactions (PSI) and relationships (PSR) consumers form with personae in online social media communities. The authors extend the marketing literature on parasocial interaction/relationship beyond brands by focusing on personal social media accounts (public student-athletes). Design/methodology/approach The authors adopt a grounded theory methodology (Glaser and Strauss, 2009) triangulating observational netnographic data (Kozinets, 2010) of 49 public student-athlete accounts on Twitter (34,500 tweets) with in-depth interviews. The findings emphasize that PSI/PSR occur not only from interactions with brands but also through personal accounts on social media platforms. Findings The investigation reveals that through such social media platforms, PSI/PSR influence consumers cognitively, affectively and behaviorally. In terms of cognition, the data suggest that PSI/PSR can influence opinion, interests, attention allocation and construction of relations, specifically through the availability of in-depth knowledge about the social media persona. Additionally, the research findings indicate that affect-laden messages from persona can alter emotion and mood, induce empathetic reactions and trigger inspiration, especially in relation to the shared interest of the online community of the social media account. Behaviorally, the findings suggest that personas’ messages can direct and inspire both online and offline actions through endorsed behavioral parasocial interactions. Research limitations/implications This research focused on one specific social media platform, Twitter. Twitter was specifically chosen, because it is a popular social media platform and allows non-reciprocal relationships. Although the authors feel that the findings would hold for other social media platforms, future research may be conducted to see if there are differences in PSI/PSR development on different types of networks. Additionally, the authors focused on a specific type of personal account, student-athletes. Future research may wish to extend beyond this population to other personal social media accounts, such as fashion bloggers, diy bloggers and others. Originality/value This research reveals that PSI/PSR can occur not only from interactions with brands but also through personal accounts on social media platforms. The findings give support for the value of brand spokespersons and brand ambassadors and suggest that brands should take careful consideration into who is chosen to represent the brand.

Cyber-bullying research in Kenya: a meta-analysis

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Tom Kwanya ◽  
Angella C. Kogos ◽  
Lucy Wachera Kibe ◽  
Erick Odhiambo Ogolla ◽  
Claudia Onsare
Keyword(s):  
Social Media ◽  
Meta Analysis ◽  
Analysis Data ◽  
Cyber Bullying ◽  
Content Type ◽  
Publish Or Perish ◽  
Scholarly Publications ◽  
Social Media Platforms ◽  
Media Platform ◽  
Number Of Publications

Purpose Cyber-bullying is a form of harassment that is perpetrated using electronic media. The practice has become increasingly common especially with the growing ubiquity of social media platforms. Most cyber-bullying cases inevitably occur on Facebook because it is the most preferred social media platform. However, little is known about cyber-bullying research in Kenya. This paper aims to analyse the quantity, quality, visibility and authorship trends of scholarly publications on cyber-bullying from and/or about Kenya. Design/methodology/approach This study was conducted as a systematic literature review. A meta-analysis approach was used. Bibliometrics approaches were used to conduct the analysis. Data on the publications was collected from Google Scholar using Harzing's “Publish or Perish” software and then analysed and presented using Microsoft Excel, Notepad and VOSviewer. Findings The study yielded 359 research publications on cyber-bullying in Kenya. There was a gradual increment in the number of publications, peaking in 2018. Nearly half of the publications have not been cited indicating low uptake of research on cyber-bullying in Kenya. It also emerged that most of the research has been published on subscription channels thereby restricting their visibility, access and use. Minimal collaboration in research on cyber-bullying in Kenya was also observed since 67.4% of the publications were written by a single (one) author. The authors conclude that the quantity, quality and visibility of research on cyber-bullying in Kenya is low. Originality/value This is an empirical study. The findings can be used to promote and mainstream research on cyber-bullying in Kenya.

Harnessing social media to understand tourist mobility: the role of information technology and big data

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jinyan Chen ◽  
Susanne Becken ◽  
Bela Stantic
Keyword(s):  
Social Media ◽  
Literature Review ◽  
Current Trend ◽  
Social Media Data ◽  
Content Type ◽  
Use Of Data ◽  
Social Media Platforms ◽  
The City ◽  
Media Data

Purpose This paper aims to examine key parameters of scholarly context and geographic focus and provide an assessment of theoretical underpinnings of studies in the field of social media and visitor mobility. This review also summarised the characteristics of social media data, including how data are collected from different social media platforms and their advantages and limitations. The stocktake of research in this field was completed by examining technologies and applied methods that supported different research questions. Design/methodology/approach This literature review applied a mix of methods to conduct a literature review. This review analysed 82 journal articles on using social media to track visitors’ movements between 2014 and November 2020. The literature compared the different social media, discussed current applied theories, available technologies, analysed the current trend and provided advice for future directions. Findings This review provides a state-of-the-art assessment of the research to date on tourist mobility analysed using social media data. The diversity of scales (with a dominant focus on the city-scale), platforms and methods highlight that this field is emerging, but it also reflects the complexity of the tourism phenomenon. This review identified a lack of theory in this field, and it points to ongoing challenges in ensuring appropriate use of data (e.g. differentiating travellers from residents) and the ethics surrounding them. Originality/value The findings guide researchers, especially those with no computer science background, on the different types of approaches, data sources and methods available for tracking tourist mobility by harnessing social media. Depending on the particular research interest, different tools for processing and visualization are available.

scholarly journals Representativeness of Social Media in Great Britain: Investigating Facebook, LinkedIn, Twitter, Pinterest, Google+, and Instagram

2017 ◽  
Vol 61 (7) ◽  
pp. 741-756 ◽  
Author(s):  
Grant Blank ◽  
Christoph Lutz
Keyword(s):  
Social Media ◽  
Great Britain ◽  
Driving Forces ◽  
Social Characteristics ◽  
The Social ◽  
Social Media Platforms ◽  
Media Platform ◽  
Data Source ◽  
Sociological Studies ◽  
Media Data

Sociological studies show that Internet access, skills, uses, and outcomes vary between different population segments. However, we lack differentiated statistical evidence of the social characteristics of users of distinct social media platforms. We address this issue using a representative survey of Great Britain and investigate the social characteristics of six major social media platforms. We find that age and socioeconomic status are driving forces of several—but not all—of these platforms. The findings suggest that no social media platform is representative of the general population. The unrepresentativeness has major implications for research that uses social media as a data source. Social media data cannot be used to generalize to any population other than themselves.

scholarly journals How social media reshapes action on distant customers: some empirical evidence

2017 ◽  
Vol 30 (4) ◽  
pp. 777-794 ◽  
Author(s):  
Deborah Agostino ◽  
Yulia Sidorova
Keyword(s):  
Social Media ◽  
Joint Control ◽  
Control Activity ◽  
Social Media Data ◽  
Content Type ◽  
Corporate Website ◽  
Social Media Platforms ◽  
The One ◽  
Centres Of Calculation ◽  
Media Data

Purpose The purpose of this paper is to investigate how centres of calculation, now emerging in connection with social media, impact on the process of acting on distant customers. Specifically, the authors are interested in exploring how the distance between the organization and its customer is affected and how knowledge is accumulated within this centre. Design/methodology/approach A case study in an Italian telecommunication company was conducted over a time horizon of two years, analysing data sources in the form of interviews, documents and reports, corporate website, social media platforms and participants’ observations. With the adoption of social media, the company configured a new centre of calculation, called monitoring room, in the attempt to accumulate knowledge about its customers. The authors unpacked the activity of the centre of calculation discussing its ability to perform action upon a distant periphery and the process of knowledge accumulation inside the centre itself. Findings The results highlight the implication of social media for “action at a distance”. On the one hand, social media blurs the distinction between the centre and a periphery giving rise to a de-centring, and stimulating a joint control activity between the customer and the organization. On the other hand, social media was found vulnerable in providing a unique knowledge about customers: accumulation cycles that exploit social media data can be replicated by users with skills in data analytics and the knowledge they provide might conflict with knowledge provided by traditional data. Originality/value The authors contribute to an emergent stream of literature that is investigating accounting implications derived from social media, by underlying the controversial effects connected with centres of calculation enacted by social media data. The authors suggest that, while social media data provide the organization with huge amount of information real time, at the same time, it contributes to de-centring allowing customers and external actors to act upon the organization, rather than improving knowledge inside the centre.

Creation of unstructured big data from customer service

2018 ◽  
Vol 29 (2) ◽  
pp. 723-738 ◽  
Author(s):  
Jyotirmoyee Bhattacharjya ◽  
Adrian Bachman Ellison ◽  
Vincent Pang ◽  
Arda Gezdur
Keyword(s):  
Social Media ◽  
Big Data ◽  
Customer Service ◽  
Customer Engagement ◽  
Customer Contact ◽  
Content Type ◽  
The Usa ◽  
Social Media Platforms ◽  
Media Platform ◽  
Using Data

Purpose Customer service provision is a growing phenomenon on social media and parcel shipping companies have been among the most prominent adopters. This has coincided with greater interest in the development of analysis techniques for unstructured big data from social media platforms, such as the micro-blogging platform, Twitter. Given the growing use of dedicated customer service accounts on Twitter, the purpose of this paper is to investigate the effectiveness with which parcel shipping companies use the platform. Design/methodology/approach This paper demonstrates the use of a combination of tools for retrieving, processing and analysing large volumes of customer service-related conversations generated between parcel shipping companies and their customers in Australia, UK and the USA. Extant studies using data from Twitter tend to focus on the contributions of individual entities and are unable to capture the insights provided by a holistic examination of the interactions. Findings This study identifies the key issues that trigger customer contact with parcel shipping companies on Twitter. It identifies similarities and differences in the approaches that these companies bring to customer engagement and identifies the opportunities for using the medium more effectively. Originality/value The development of consumer-centric supply chains and relevant theories require researchers and practitioners to have the ability to include insights from growing quantities of unstructured data gathered from consumer engagement. This study makes a methodological contribution by demonstrating the use of a set of tools to gather insight from a large volume of conversations on a social media platform.

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