Personality Traits & Motivations as an Indicator of Use for Type Social Media Platform

Abstract

In the present day the audience or consumers, don’t just look for a good product, service or cause to support or acquire, it has become vital for them to connect the brand in a emotional or identity level. Social media platforms are diverse and each different platform can foster a different environment which attracts different type of people with different motivations that genuinely enjoys and engages with the information that they find in the platform. Which leads this study analyze, what behavior is driving the use of the different social media platforms? The way this paper investigates this, is by answering the two main research questions, which are based on an individual personality and motivations, what type of social media is he or she more inclined to choose? The population of study of this thesis is mainly people from Baja California, Ciudad de Mexico and Sonora, as INEGI (2O22) reports these states to have the highest internet adoption at home. The second inclusion criteria is people from 18 to 34 years old mainly. To analyze this target population, quantitative data was collected through a online survey containing 53 questions about personality, motivations and demographic characteristics. Which lead to 201 respondents through online means. Multiple regression analysis was done in order to get result from the analysis between social media use, motivation and personality of chosen population. Regarding personality from the six types of social media platforms, three showed significant correlation. The relation between social media types and motivations, proved to be even stronger as from the six social media types all showed correlation with at least one motive. Finally for the discussion, it becomes important to read the literary review specially topics such as media richness, social presence and the results reported in this study regarding previous findings of personality, social media use & motivations. Once the results are analyzed in the discussion deviations from this thesis hypothesis are explain with the relationship between motives and personality.