The value(s) of information on social network sites: The role of user personality traits

Purpose: The present research examines the relationship between personality of social network site (SNS) users and the perceived value of the information they seek. Building on the Reasoned Action Approach, personality is conceptualized as a background factor influencing people's attitude towards the information they search for on SNS. Design/methodology/approach: Data were collected using a face-to-face survey among Facebook users (n = 311). Personality traits were assessed based on the Big Five dimensions. Statistical analyses estimate the effects of personality traits on the various values of the information sought on SNS. A three-step procedure was followed to standardize the independent variables and create interaction variables for the moderation test. Findings: The results support the predictions that certain personality traits (e.g., conscientiousness and extraversion), as described by the FFM framework, are related to particular facets of information value (economic value and social value respectively). The effect of personality was moderated by participants’ Facebook usage intensity. Usage intensity dampens the relationship between agreeableness and functional value of information, and strengthens the negative relationship between openness-to-experience and psychological value of information. Practical implications: The personality-information value relationships found can help social media practitioners and marketers shape the content and appeal of the messages communicated to their audience on SNS, and tailor marketer-customer interactions in an engaging way. Originality/value: The present research contributes to understanding the pivotal role of personality in evaluating the information people seek on social networks. It also adds to the literature regarding FFM and social media usage by supporting the notion that the Big Five personality traits predict value aspects of information that people pursue in the course of search behavior on Facebook. Article classification: Research paper.