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How a User’s Personality Influences Content Engagement in Social Media

  • Nathan O. Hodas
  • Ryan Butner
  • Court Corley
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 10046)

Abstract

Social media presents an opportunity for people to share content that they find to be significant, funny, or notable. No single piece of content will appeal to all users, but are there systematic variations between users that can help us better understand information propagation? We conducted an experiment exploring social media usage during disaster scenarios, combining electroencephalogram (EEG), personality surveys, and prompts to share social media, we show how personality not only drives willingness to engage with social media, but also helps to determine what type of content users find compelling. As expected, extroverts are more likely to share content. In contrast, one of our central results is that individuals with depressive personalities are the most likely cohort to share informative content, like news or alerts. Because personality and mood will generally be highly correlated between friends via homophily, our results may be an import factor in understanding social contagion.

Keywords

Personality Trait Social Medium Gamma Band Social Contagion Dark Triad 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Springer International Publishing AG 2016

Authors and Affiliations

  1. 1.Pacific Northwest National LaboratoryRichlandUSA
  2. 2.MonsantoSt. LouisUSA

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