Researchers at the University of
Missourie have developed a scale to determine the personality of a
person on the basis of how they use the social media site. The scale is
based on various activities of a user on Facebook, such as status
updates and photo uploads.
According to the University researchers, users who tend to update their status, upload images and interact with friends on Facebook frequently, like high risk activity. Those who just scroll through the newsfeed, are considered more reserved.
The researchers had developed the scale
after conducting a survey on users based on their use of Facebook
profile and taking a personality test. Those who fell under high risk
activities category were labelled as “appetitive”, while who were more
reserved got labelled as “aversive”.
Heather Shoenberger, who led the study,
also pointed out a major difference in the approach of users towards
Facebook. According to Shoenberger, those who are highly appetitive tend
to engage with social media extensively, while who are on aversive side
choose safer and more predictable media experiences. According to
Shoenberger the scale will help advertisers to reach out to the target
audience with much more ease.
"I believe this could really help
advertisers and certain types of media groups target potential customers
with particular ads on social media sites," Shoenberger is quoted as
saying.
"Identifying these individuals using the
motivation activation measure can give advertisers an advantage over
their competitors and bring some order to online advertising."
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