Personality and social media use

Teresa Correa, Ingrid Bachmann, Amber W. Hinsley, Homero Gil de Zúñiga

Research output: Chapter in Book/Report/Conference proceedingChapter

34 Scopus citations


Research on digital media has mostly paid attention to users' demographics, motivations, and efficacy, but with increasingly popular web tools like social media, it is important to study more stable psychological characteristics such as users' personality traits, as they may significantly affect how people use the Web to communicate and socialize. Relying on the "Big Five Framework" as a theoretical approach, this chapter explores such relationships. Survey data from a national sample of U.S. adults show that more extraverted people are more likely to use social networking sites, instant messaging, and video chats, while those more open to new experiences tend to use social networking sites more frequently. Also, emotional stability is a negative predictor of social networking site use. That is, individuals who are more anxious and unstable tend to rely on these sites. When looking at a specific use of social media-to create political content-emotional stability was a negative predictor, whereas extraversion had a positive impact. These findings confirm the usefulness of combining explorations of personality and digital media usage.

Original languageEnglish (US)
Title of host publicationOrganizations and Social Networking
Subtitle of host publicationUtilizing Social Media to Engage Consumers
PublisherIGI Global
Number of pages21
ISBN (Electronic)9781466640276
ISBN (Print)146664026X, 9781466640269
StatePublished - May 31 2013

All Science Journal Classification (ASJC) codes

  • Economics, Econometrics and Finance(all)
  • General Business, Management and Accounting


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