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THE RELATIONSHIP BETWEEN PERSONALITY TRAITS AND SOCIAL MEDIA USE

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In this study, we investigated the relationship between social media and users' personality factors. We used a questionnaire comprising the five-factor model of personality (McCrae & Costa, 1987), a life satisfaction scale (Diener, Emmons, Larsen, & Griffin, 1985) and a social media marketing activities scale (Kim & Ko, 2011) to collect data from 503 Faculty of Economics and Administrative Sciences students. The results show that 2 personality traits (namely, conscientiousness and openness to experience), 2 demographic attributes (namely, education and income level) and life satisfaction are significant predictors of social media use. The relationships with the other factors explored were not significant.
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Keywords: FIVE-FACTOR MODEL OF PERSONALITY; PERSONALITY TRAITS; SOCIAL MEDIA USE; SOCIOECONOMIC FACTORS

Document Type: Research Article

Publication date: 2013-04-01

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