Personality of Public Health Organizations’ Instagram Accounts and According Differences in Photos at Content and Pixel Levels
Bibliographic Data
| ID | 15487296 |
|---|---|
| Authors | Yunhwan Kim (0000-0003-1138-6802, Kookmin University), Sunmi Lee (0000-0003-1126-0660, Kyung Hee University, corresponding author) |
| Year | 2021 |
| Volume | 18 |
| Issue | 8 |
| Pages | 3903-3903 |
| Publication date | 2021-04-08 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | International Journal of Environmental Research and Public Health (JOURNAL) |
| Journal identifiers | ISSN: 1661-7827 • E-ISSN: 1660-4601 |
| Publisher | Multidisciplinary Digital Publishing Institute (PUBLISHER • CH) |
| DOI | 10.3390/ijerph18083903 |
| PMID | 33917749 |
| OpenAlex | W3143673807 |
| Language | EN |
| Citations received | 1 |
| References cited | 68 |
Organizations maintain social media accounts and upload posts to show their activities and communicate with the public, as individual users do. Thus, organizations' social media accounts can be examined from the same perspective of that of individual users' accounts, with personality being one of the perspectives. In line with previous studies that analyzed the personality of non-human objects such as products, stores, brands, and websites, this study analyzed the personality of Instagram accounts of public health organizations. It also extracted features at content and pixel levels from the photos uploaded on the organizations' accounts and examined how they were related to the personality traits of the accounts. The results suggested that the personality of public health organizations can be summarized as being high in openness and agreeableness but lower in extraversion and neuroticism. Openness and agreeableness were the personality traits associated the most with the content-level features, while extraversion and neuroticism were the ones associated the most with the pixel-level features. In addition, for each of the two traits associated the most with either the content- or pixel- level features, their associations tended to be in opposite directions with one another. The personality traits, except for neuroticism, were predicted from the photo features with an acceptable level of accuracy
Agreeableness · Big Five personality traits · Big Five personality traits and culture · Extraversion and introversion · Hierarchical structure of the Big Five · Neuroticism · Openness to experience · Personality · Social media · Upload · World Wide Web · Computer Science · Consumer Behavior in Brand Consumption and Identification · Media Influence and Health · Personality Traits and Psychology · Psychology · Social Psychology
Computer-based personality judgments are more accurate than those made by humans
Effects of color on emotions.
Ebola on Instagram and Twitter
Public Engagement and Government Responsiveness in the Communications About Covid-19 During the Early Epidemic Stage in China
Personality, Gender, and Age in the Language of Social Media
Personality Structure
Unpacking the black box
Who uses Facebook? An investigation into the relationship between the Big Five, shyness, narcissism, loneliness, and Facebook usage
How organisations promoting vaccination respond to misinformation on social media
Analyzing Big-Five Personality Traits of Indian Celebrities Using Online Social Media
Personality traits, basic individual values and GMO risk perception of twitter users
Brand personality
You are what you tweet
Automatic personality assessment through social media language
An Introduction to the Five-Factor Model and Its Applications
Picturing the Party
| Citations per year | 0.33 |
|---|---|
| Citation span | 2023 - 2023 (1) |
| Highly cited | No |