A user's personality prediction approach by mining network interaction behaviors on Facebook

Tsung Yi Chen, Meng Che Tsai, Yuh Min Chen

研究成果: Article同行評審

10 引文 斯高帕斯(Scopus)

摘要

Purpose - For an enterprise, it is essential to win as many customers as possible. The key to successfully winning customers is often determined by understanding the personality characteristics of the object of communication in order to employ an effective communication strategy. An enterprise needs to obtain the personality information of target or potential customers. However, the traditional method for personality evaluation is extremely costly in terms of time and labor, and it cannot acquire customer personality information without their awareness. Therefore, the manner in which to effectively conduct automated personality predictions for a large number of objects is an important issue. The paper aims to discuss these issues. Design/methodology/approach - The diverse social media that have emerged in recent years represent a digital platform on which users can publicly deliver speeches and interact with others. Thus, social media may be able to serve the needs of automated personality predictions. Based on user data of Facebook, the main social media platform around the world, this research developed a method for predicting personality types based on interaction logs. Findings - Experimental results show that the Naïve Bayes classification algorithm combined with a feature selection algorithm produces the best performance for predicting personality types, with 70-80 percent accuracy. Research limitations/implications - In this research, the dominance, inducement, submission, and compliance (DISC) theory was used to determine personality types. Some specific limitations were encountered. As Facebook was used as the main data source, it was necessary to obtain related data via Facebook's API (FB API). However, the data types accessible via FB API are very limited. Practical implications - This research serves to build a universal model for social media interaction, and can be used to propose an efficient method for designing interaction features. Originality/value - This research has developed an approach for automatically predicting the personality types of network users based on their Facebook interactions.

原文English
頁(從 - 到)913-937
頁數25
期刊Online Information Review
40
發行號7
DOIs
出版狀態Published - 2016

All Science Journal Classification (ASJC) codes

  • 資訊系統
  • 電腦科學應用
  • 圖書館與資訊科學

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