The relationship between personality traits and social media use

• Nihan Özgüven

  Dokuz Eylül University

• Burcu Mucan

  Dumlupınar University

In this study, we investigated the relationship between social media and users’ personality factors. We used a questionnaire comprising the five-factor model of personality (McCrae & Costa, 1987), a life satisfaction scale (Diener, Emmons, Larsen, & Griffin, 1985) and a social media marketing activities scale (Kim & Ko, 2011) to collect data from 503 Faculty of Economics and Administrative Sciences students. The results show that 2 personality traits (namely, conscientiousness and openness to experience), 2 demographic attributes (namely, education and income level) and life satisfaction are significant predictors of social media use. The relationships with the other factors explored were not significant.

1. Nihan Özgüven, Dokuz Eylül University
   Department of Business Administration
2. Burcu Mucan, Dumlupınar University
   Department of Foreign Trade
   

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