{"id":939,"date":"2020-07-12T21:14:37","date_gmt":"2020-07-12T18:14:37","guid":{"rendered":"https:\/\/persona.qcri.org\/blog\/?p=939"},"modified":"2021-03-21T14:26:23","modified_gmt":"2021-03-21T11:26:23","slug":"enriching-social-media-personas-with-personality-traits-a-deep-learning-approach-using-the-big-five-classes","status":"publish","type":"post","link":"https:\/\/persona.qcri.org\/blog\/enriching-social-media-personas-with-personality-traits-a-deep-learning-approach-using-the-big-five-classes\/","title":{"rendered":"Enriching Social Media Personas with Personality Traits: A Deep Learning Approach Using the Big Five Classes"},"content":{"rendered":"

In research led by\u00a0Jon Salminen<\/a>, 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.<\/p>\n

\"nriching
Enriching Social Media Personas with Personality Traits: A Deep Learning Approach Using the Big Five Classes<\/a><\/figcaption><\/figure>\n

After generating the personas, we aggregate each personas\u2019 YouTube comments and predict the \u201cBig Five\u201d personality traits of each persona from the comments pertaining to that persona.<\/p>\n

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.<\/p>\n

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.<\/p>\n

Salminen, J., Rao, R.G., Jung, S.G., Chowdury, S.A., and\u00a0Jansen, B. J.\u00a0(2020)\u00a0<\/span>Enriching Social Media Personas with Personality Traits: A Deep Learning Approach Using the Big Five Classes<\/a>. 22nd International Conference on Human-Computer Interaction (HCII2020). Copenhagen, Denmark, 19-24 July 2020. 101-120.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

In research led by\u00a0Jon 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. After generating the personas, we aggregate each personas\u2019 YouTube comments and predict the \u201cBig Five\u201d personality traits of each persona from […]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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Social Media Personas with Personality Traits: A Deep Learning Approach Using the Big Five Classes – The Persona Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/persona.qcri.org\/blog\/enriching-social-media-personas-with-personality-traits-a-deep-learning-approach-using-the-big-five-classes\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Enriching Social Media Personas with Personality Traits: A Deep Learning Approach Using the Big Five Classes – The Persona Blog\" \/>\n<meta property=\"og:description\" content=\"In research led by\u00a0Jon 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. 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