Title: Understanding the role of personality traits on Facebook intensity

Authors: Leonidas Hatzithomas; Nikolaos Misirlis; Christina Boutsouki; Maro Vlachopoulou

Addresses: Department of Business Administration, University of Macedonia, Egnatia 156, Thessaloniki 546 36, Greece ' Department of Applied Informatics, University of Macedonia, Egnatia 156, Thessaloniki 546 36, Greece ' Department of Business Administration, Aristotle University of Thessaloniki, Thessaloniki 541 24, Greece ' Department of Applied Informatics, University of Macedonia, Egnatia 156, Thessaloniki 546 36, Greece

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.

DOI: 10.1504/IJIMA.2019.099494

International Journal of Internet Marketing and Advertising, 2019 Vol.13 No.2, pp.99 - 119

Received: 21 Feb 2018
Accepted: 05 May 2018
Published online: 07 May 2019 *

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