Analyzing the influence of human personality on SNS community formation

Abstract

With its huge spread in daily life, social media is now a big platform to make new human relationships. While recent research identified the relationship between users' personality traits and how individual users behave on social media, knowledge about how personality traits affect users' mutual interactions is limited. This research proposes a method to relate human personality to community formation on social media. By applying this method to Twitter data, it was inferred that personality factors such as gregariousness, conscientiousness, cheerfulness shows a "homophilous" tendency. This means that similarity in these personality traits breeds user connection. Furthermore, we investigated the relationship between community's composition of personality and community dynamics(size, activeness). Analysis by the proposed method may contribute to creating a social matching system with better user satisfaction.