Title: The effect of big five personality traits on social network usage among the young generation

Authors: Javad Shahreki; Tan Siew Ling; Nor Fauziana Ibrahim; Audrey Lim Li Chin; Nur Faezah Jayiddin; Yeow Jian Ai

Addresses: Faculty of Business, Multimedia University, Malaysia ' Faculty of Business, Multimedia University, Malaysia ' Faculty of Business, Multimedia University, Malaysia ' Faculty of Business, Multimedia University, Malaysia ' Faculty of Business, Multimedia University, Malaysia ' Faculty of Business, Multimedia University, Malaysia

Abstract: Though the number of users of social networks is ever-increasing, only a few studies have been conducted to evaluate and explore users' specific personality traits that influence them to use social networks. This study aims to examine the effects of the big five personality traits on social network usage among the young generation. A conceptual model was designed and subsequently examined, using data accumulated from 126 members of Generation Y and Generation Z. Data analysis was carried out, and the hypotheses were tested using the partial least squares-structural equation modelling (PLS-SEM) analysis. The results revealed that, individuals with elevated levels of neuroticism, extraversion and openness personality traits, were more inclined to using social network platforms.

Keywords: social network; personality traits; generation; social network usage; SNU.

DOI: 10.1504/IJBEX.2022.122478

International Journal of Business Excellence, 2022 Vol.26 No.3, pp.378 - 397

Received: 13 Sep 2019
Accepted: 11 Nov 2019
Published online: 27 Apr 2022 *

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