Categories
Persona Research

Enriching Social Media Personas with Personality Traits: A Deep Learning Approach Using the Big Five Classes

In research led by Jon Salminen, to predict the personality traits of data-driven personas, we apply an automatic persona generation methodology to generate 15 personas from the social media data of an online news organization.

nriching Social Media Personas with Personality Traits: A Deep Learning Approach Using the Big Five Classes
Enriching Social Media Personas with Personality Traits: A Deep Learning Approach Using the Big Five Classes

After generating the personas, we aggregate each personas’ YouTube comments and predict the “Big Five” personality traits of each persona from the comments pertaining to that persona.

For this, we develop a deep learning classifier using three publicly available datasets. Results indicate an average performance increase of 4.84% in F1 scores relative to the baseline.

We then analyze how the personas differ by their detected personality traits and discuss how personality traits could be implemented in data-driven persona profiles, as either scores or narratives.

Salminen, J., Rao, R.G., Jung, S.G., Chowdury, S.A., and Jansen, B. J. (2020) Enriching Social Media Personas with Personality Traits: A Deep Learning Approach Using the Big Five Classes. 22nd International Conference on Human-Computer Interaction (HCII2020). Copenhagen, Denmark, 19-24 July 2020. 101-120.

By Jim Jansen

Dr. Jansen is a Principal Scientist in the social computing group of the Qatar Computing Research Institute, and a professor with the College of Science and Engineering, Hamad bin Khalifa University, and an adjunct professor with the College of Information Sciences and Technology at The Pennsylvania State University. He is a graduate of West Point and has a Ph.D. in computer science from Texas A&M University, along with master degrees from Texas A&M (computer science) and Troy State (international relations). Dr. Jim Jansen served in the U.S. Army as an Infantry enlisted soldier and communication commissioned officer.