Individual differences in personality affect users\u2019 online activities as much as they do in the offline world. This work, based on a sample of over a third of a million users, examines how users\u2019 behaviour in the online environment, captured by their website choices and Facebook profile features, relates to their personality, as measured by the standard Five Factor Model personality questionnaire. Results show that there are psychologically meaningful links between users\u2019 personalities, their website preferences and Facebook profile features. We show how website audiences differ in terms of their personality, present the relationships between personality and Facebook profile features, and show how an individual\u2019s personality can be predicted from Facebook profile features. We conclude that predicting a user\u2019s personality profile can be applied to personalize content, optimize search results, and improve online advertising.<\/p>\n","protected":false},"excerpt":{"rendered":"
Individual differences in personality affect users\u2019 online activities as much as they do in the offline world. This work, based on a sample of over a third of a million users, examines how users\u2019 behaviour in the online environment, captured by their website choices and Facebook profile features, relates to their personality, as measured by […]<\/p>\n","protected":false},"featured_media":0,"template":"","meta":{"msr-url-field":"","msr-podcast-episode":"","msrModifiedDate":"","msrModifiedDateEnabled":false,"ep_exclude_from_search":false,"_classifai_error":"","msr-author-ordering":null,"msr_publishername":"Springer","msr_publisher_other":"","msr_booktitle":"","msr_chapter":"","msr_edition":"","msr_editors":"","msr_how_published":"","msr_isbn":"","msr_issue":"","msr_journal":"Machine 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