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."
Source : TOI
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