Enriching social media personas with personality traits: A deep learning approach using the big five classes

Joni Salminen, Rohan Gurunandan Rao, Soon gyo Jung, Shammur A. Chowdhury, Bernard J. Jansen

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

To predict 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’ 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.

Original languageEnglish (US)
Title of host publicationArtificial Intelligence in HCI - 1st International Conference, AI-HCI 2020, Held as Part of the 22nd HCI International Conference, HCII 2020, Proceedings
EditorsHelmut Degen, Lauren Reinerman-Jones
PublisherSpringer
Pages101-120
Number of pages20
ISBN (Print)9783030503338
DOIs
StatePublished - 2020
Event1st International Conference on Artificial Intelligence in HCI, AI-HCI 2020, held as part of the 22nd International Conference on Human-Computer Interaction, HCII 2020 - Copenhagen, Denmark
Duration: Jul 19 2020Jul 24 2020

Publication series

NameLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume12217 LNCS
ISSN (Print)0302-9743
ISSN (Electronic)1611-3349

Conference

Conference1st International Conference on Artificial Intelligence in HCI, AI-HCI 2020, held as part of the 22nd International Conference on Human-Computer Interaction, HCII 2020
CountryDenmark
CityCopenhagen
Period7/19/207/24/20

All Science Journal Classification (ASJC) codes

  • Theoretical Computer Science
  • Computer Science(all)

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  • Cite this

    Salminen, J., Rao, R. G., Jung, S. G., Chowdhury, S. A., & Jansen, B. J. (2020). Enriching social media personas with personality traits: A deep learning approach using the big five classes. In H. Degen, & L. Reinerman-Jones (Eds.), Artificial Intelligence in HCI - 1st International Conference, AI-HCI 2020, Held as Part of the 22nd HCI International Conference, HCII 2020, Proceedings (pp. 101-120). (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics); Vol. 12217 LNCS). Springer. https://doi.org/10.1007/978-3-030-50334-5_7