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PERSONALITY’ SEGMENTATION ON THE FACEBOOK USER IN THAILAND

Year 2011, Volume: 3 Issue: 1, 425 - 435, 01.06.2011

Abstract

Nowadays social network such as Facebook, has become very popular online communities. These social networks are focus on sharing people’s interests and activities. There are many impacted factors on the use of social network. Furthermore, not only the impacted factors that make the differences on use of it but also the user personality traits play as a significance role of shaping their behavior of usage. While many studies concentrate on comparing between Introversion and Extraversion, in fact people have combined more than one personality in themselves. They may have the lead of personality but more likely to share between each personality. This research intends to find out the segmentation in term of usage behavior of Facebook which based on Big-Five personality traits. Therefore factor analysis is used, following by cluster analysis and testing the hypothesis by Chi-square test. Judgmental sampling technique will be used for data collection process

References

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  • Bennett, J. et al., (2009), “Workplace impact of social networking”, Property Management, Vol. 28, No. 3, pp. 138-148
  • Butt, S. and Phillips, J.G. (2008), “Personality and self-reported mobile phone use, Computers in Human Behavior, Vol. 24, No. 2, pp. 346-360
  • Davis, D (2005), (6th), Business Research for Decision Making, Thompson Brooks/Cole, Canada
  • Douglas, K.M. and Mcgarty, C. (2002), “Internet identifiability and beyond: a model of the effects of identifiability on communicative behavior”, Group Dynamics: Theory, Research and Practice, Vol. 6 pp. 17-26
  • Ferreira, A and Plessis, T.D. (2009), “Effect of online social networking on employee productivity”, Peer Reviewed Article, Vol. 14, No. 1,
  • Golbeck, J., Robles, C. and Turner, K. (2011), “Predicting Personality with Social Media”, CHI2011, May 7-12, 2011, Vancouver, Canada
  • Golberg, L.R.(1990), “ An alternative description of personality: The big five factor structure:, Journal of personality and social psychology, Vol. 59, pp.1216-1229
  • Hair, J.F., Anderson R.E., Tatham, R. L. and Black, W.C. (2010), (7th), Multivariate Data Analysis, Prentice Hall
  • Harbaugh, E. R. (2010), “The effect of personality styles (Level of introversion- extroversion) on social media use”, The Elon Journal of Undergraduate Research in Communications, Vol. 1, No.2, pp. 70-86
  • Hardie, E. and Tee, M.Y. (2007), “Excessive internet used: The role of personality, loneliness and social support networks in internet addiction”, Australian Journal of Emerging Technologies and Society, Vol. 5, No. 1, pp. 34-47
  • Hellriegel, D. and Slocum, J.W. (2004), (10th), Organizational Behavior, Thompson South-Western, Canada
  • Kalimeri, K., Lepri, B. and Pianesi, F. (2010), “Causal-Modelling of Personality Traits: Extraversion and Locus of Control”, SSPW10, http://groupmedia.media.mit.edu/data.php Laere, K.V. and Heene, A. (2003), “Social networks as a source of competitive advantage for the firm”, Journal of Workplace Learning”, Vol. 15, No.6, pp. 248-258
  • McShane, S. L. and Von Glinow, M. A. (2010), Organizational Behavior, McGraw-Hill, Boston
  • Pilerot, O. and Limberg, L. (2011), “Information sharing as a means to reach collective understanding : A study of design scholars’ information practices”, Journal of Documentation, Vol. 67, No. 2, pp. 312-333
  • Pitt, M. and Bennett, J. (2008), “Workforce ownership of space in a space sharing environment”, Journal of Facilities Management, Vol. 6, No. 4, pp. 290-302
  • Ross, C., Orr, E.S., Sisic, M., Arseneault, J.M., Simmering, M.G., Orr, R.R. (2009), “Personality and motivations associated with Facebook use”, Computer in Human Behavior, Vol. 25, pp. 578-586 Sheldon, P. (2008), “The relationship between unwillingness-to-communicate and students’ Facebook use”, Journal of Media Psychology, Vol. 20, No. 2, pp. 67-75
  • Slocum, J. W. and Hellriegel, D, (2007), Fundamentals of Organizational Behavior, Thompson South-Western,
  • Wehrli, S. (2008), “Personality on social network sites: An application of the five factor model”, ETH Zurich Sociology Working Paper No.7,www.socioethz.ch
  • Wolfradt, U. and Doll, J. (2001), “Motives of adolescents to use the Internet as a function of personality traits, personal and social factors”, Journal of Educational Computing Research, Vol. 24, pp. 13-27
  • Zikmund, W. G. (2003), (7th), Business Research Methods, Thomson South-Western, United States of America
  • http://www.socialbakers.com/facebook-statistics/
  • http://www.balpreetkaur.com/facebook-can-serve-as-personality-test/
Year 2011, Volume: 3 Issue: 1, 425 - 435, 01.06.2011

Abstract

References

  • Bateman, P.; Pike, J.C. and Butler, B.S. (2011), “To disclose or not: publicness in social networking sites”, Information Technology & people, Vol. 24 No. 1
  • Bennett, J. et al., (2009), “Workplace impact of social networking”, Property Management, Vol. 28, No. 3, pp. 138-148
  • Butt, S. and Phillips, J.G. (2008), “Personality and self-reported mobile phone use, Computers in Human Behavior, Vol. 24, No. 2, pp. 346-360
  • Davis, D (2005), (6th), Business Research for Decision Making, Thompson Brooks/Cole, Canada
  • Douglas, K.M. and Mcgarty, C. (2002), “Internet identifiability and beyond: a model of the effects of identifiability on communicative behavior”, Group Dynamics: Theory, Research and Practice, Vol. 6 pp. 17-26
  • Ferreira, A and Plessis, T.D. (2009), “Effect of online social networking on employee productivity”, Peer Reviewed Article, Vol. 14, No. 1,
  • Golbeck, J., Robles, C. and Turner, K. (2011), “Predicting Personality with Social Media”, CHI2011, May 7-12, 2011, Vancouver, Canada
  • Golberg, L.R.(1990), “ An alternative description of personality: The big five factor structure:, Journal of personality and social psychology, Vol. 59, pp.1216-1229
  • Hair, J.F., Anderson R.E., Tatham, R. L. and Black, W.C. (2010), (7th), Multivariate Data Analysis, Prentice Hall
  • Harbaugh, E. R. (2010), “The effect of personality styles (Level of introversion- extroversion) on social media use”, The Elon Journal of Undergraduate Research in Communications, Vol. 1, No.2, pp. 70-86
  • Hardie, E. and Tee, M.Y. (2007), “Excessive internet used: The role of personality, loneliness and social support networks in internet addiction”, Australian Journal of Emerging Technologies and Society, Vol. 5, No. 1, pp. 34-47
  • Hellriegel, D. and Slocum, J.W. (2004), (10th), Organizational Behavior, Thompson South-Western, Canada
  • Kalimeri, K., Lepri, B. and Pianesi, F. (2010), “Causal-Modelling of Personality Traits: Extraversion and Locus of Control”, SSPW10, http://groupmedia.media.mit.edu/data.php Laere, K.V. and Heene, A. (2003), “Social networks as a source of competitive advantage for the firm”, Journal of Workplace Learning”, Vol. 15, No.6, pp. 248-258
  • McShane, S. L. and Von Glinow, M. A. (2010), Organizational Behavior, McGraw-Hill, Boston
  • Pilerot, O. and Limberg, L. (2011), “Information sharing as a means to reach collective understanding : A study of design scholars’ information practices”, Journal of Documentation, Vol. 67, No. 2, pp. 312-333
  • Pitt, M. and Bennett, J. (2008), “Workforce ownership of space in a space sharing environment”, Journal of Facilities Management, Vol. 6, No. 4, pp. 290-302
  • Ross, C., Orr, E.S., Sisic, M., Arseneault, J.M., Simmering, M.G., Orr, R.R. (2009), “Personality and motivations associated with Facebook use”, Computer in Human Behavior, Vol. 25, pp. 578-586 Sheldon, P. (2008), “The relationship between unwillingness-to-communicate and students’ Facebook use”, Journal of Media Psychology, Vol. 20, No. 2, pp. 67-75
  • Slocum, J. W. and Hellriegel, D, (2007), Fundamentals of Organizational Behavior, Thompson South-Western,
  • Wehrli, S. (2008), “Personality on social network sites: An application of the five factor model”, ETH Zurich Sociology Working Paper No.7,www.socioethz.ch
  • Wolfradt, U. and Doll, J. (2001), “Motives of adolescents to use the Internet as a function of personality traits, personal and social factors”, Journal of Educational Computing Research, Vol. 24, pp. 13-27
  • Zikmund, W. G. (2003), (7th), Business Research Methods, Thomson South-Western, United States of America
  • http://www.socialbakers.com/facebook-statistics/
  • http://www.balpreetkaur.com/facebook-can-serve-as-personality-test/
There are 23 citations in total.

Details

Other ID JA82ET89ZM
Journal Section Articles
Authors

Sangroengrob Tibrat This is me

Publication Date June 1, 2011
Published in Issue Year 2011 Volume: 3 Issue: 1

Cite

APA Tibrat, S. (2011). PERSONALITY’ SEGMENTATION ON THE FACEBOOK USER IN THAILAND. International Journal of Social Sciences and Humanity Studies, 3(1), 425-435.
AMA Tibrat S. PERSONALITY’ SEGMENTATION ON THE FACEBOOK USER IN THAILAND. IJ-SSHS. June 2011;3(1):425-435.
Chicago Tibrat, Sangroengrob. “PERSONALITY’ SEGMENTATION ON THE FACEBOOK USER IN THAILAND”. International Journal of Social Sciences and Humanity Studies 3, no. 1 (June 2011): 425-35.
EndNote Tibrat S (June 1, 2011) PERSONALITY’ SEGMENTATION ON THE FACEBOOK USER IN THAILAND. International Journal of Social Sciences and Humanity Studies 3 1 425–435.
IEEE S. Tibrat, “PERSONALITY’ SEGMENTATION ON THE FACEBOOK USER IN THAILAND”, IJ-SSHS, vol. 3, no. 1, pp. 425–435, 2011.
ISNAD Tibrat, Sangroengrob. “PERSONALITY’ SEGMENTATION ON THE FACEBOOK USER IN THAILAND”. International Journal of Social Sciences and Humanity Studies 3/1 (June 2011), 425-435.
JAMA Tibrat S. PERSONALITY’ SEGMENTATION ON THE FACEBOOK USER IN THAILAND. IJ-SSHS. 2011;3:425–435.
MLA Tibrat, Sangroengrob. “PERSONALITY’ SEGMENTATION ON THE FACEBOOK USER IN THAILAND”. International Journal of Social Sciences and Humanity Studies, vol. 3, no. 1, 2011, pp. 425-3.
Vancouver Tibrat S. PERSONALITY’ SEGMENTATION ON THE FACEBOOK USER IN THAILAND. IJ-SSHS. 2011;3(1):425-3.