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
: Helmut Degen, Lauren Reinerman-Jones
: International Conference on Human-Computer Interaction
Publisher: Springer
: Cham
: 2020
: International Conference on Human-Computer Interaction
: Artificial Intelligence in HCI: First International Conference, AI-HCI 2020, Held as Part of the 22nd HCI International Conference, HCII 2020, Copenhagen, Denmark, July 19–24, 2020, Proceedings
: Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
: Lecture Notes in Computer Science
: 1221
: 101
: 120
: 978-3-030-50333-8
: 978-3-030-50334-5
: 0302-9743
DOI: https://doi.org/10.1007/978-3-030-50334-5_7
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.
