Social media platforms have become an integral part of how we live our lives, in particular for those generations who have grown up in the digital world and use these platforms to connect and communicate with many different groups. Behavioral science now underpins many facets of our lives for example digital marketing campaigns target specific audience groups using information gleaned from how a person engages with social media (Seung, 2012). Specific information to assist with precise targeting could be helpful to those who want to interact with people via digital media. Psychological Type suggests we are predisposed to certain behaviors and preferences (Jung, 1921) Predictability of personality preferences and social media activity could be used effectively to precisely target informative communications as well as product marketing campaigns (Maehle & Shneor, 2010).
This paper presents a summary of initial work undertaken to test for patterns between an individual's Psychological Type, as defined by their MBTI type and specific aspects of their social network data, as defined within the context of their Facebook connections and usage. Ongoing research is being undertaken to build on these initial findings.
Gillian Stevens, Asian Institute of Management, Philippines
This paper is part of the ACP2013 Conference Proceedings (View)
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