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Personality Prediction of Malaysian Facebook Users: Cultural Preferences and Features Variation

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Social media offer sample information for automatic personality prediction (APP). Users freely share their public information on social media. Apart from that, their usage behaviour also provide a rich source of data for prediction. Automatic prediction of personality trait is vital to improve the user experience and to tailor social media services to users’ needs and preferences. The study in APP based on social media data has thus far focused on Western countries such as the United States and Europe and there is little to no work done in South East Asia, much less in Malaysia. Hence, this paper aims to predict user traits based on social media by gathering certain information pertaining social network usage behaviour based on features such as likes, number of comments, number of friends, etc. A person’s personality is described by the characteristics of extraversion and neuroticism main features that can be seen as an echo of communications behaviour. Personality traits of extraversion, neuroticism and shyness will be the focus, as Malaysians are known to be shy and passive. Therefore, the above mentioned features will not only be explored in a more detailed scope, but also focused on other factors or behaviours that constitute shyness.
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Keywords: Facebook; Natural Language Processing; Personality Prediction; Text Classification

Document Type: Research Article

Affiliations: 1: Faculty of Computer Science and Mathematics, Universiti Teknologi MARA (UiTM) Melaka Kampus Jasin, 77300 Merlimau, Melaka, Malaysia 2: School of Computer Sciences, Universiti Sains Malaysia, 11800 Minden, Penang, Malaysia

Publication date: August 1, 2017

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