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Deciphering blog users: young adults’ personalities, motivations, and perceived importance of blog features

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The present study examines the cyberpsychology of blog readership as well as the digital content preferences of the Millennial generation by examining the links between college students’ personality traits, motivations to read blogs, and preferred blog features. Results indicate that personality influences motivations for reading blogs, which in turn helps predict perceived importance of blog characteristics. Notably, extraversion and neuroticism were related to reading blogs for social interaction; extraversion negatively predicted use of blogs to meet identity needs; openness was related to blog reading for entertainment purposes; and conscientiousness was positively associated with information seeking via blogs. Additionally, motivations for blog readership as explanatory mechanisms for the relationships found between personality traits and perceived importance of blog features are discussed.
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Keywords: Blog readership; motivations; new media; personality traits; uses and gratifications

Document Type: Research Article

Affiliations: 1: Department of Digital Media Design, I-Shou University, Kaohsiung, Taiwan 2: Department of Communication, University of Missouri, Columbia, MO, USA

Publication date: October 3, 2018

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