Making Use of Derived Personality: The Case of Social Media Ad Targeting

@inproceedings{Chen2015MakingUO,
  title={Making Use of Derived Personality: The Case of Social Media Ad Targeting},
  author={Jilin Chen and Eben M. Haber and Ruogu Kang and Gary Hsieh and Jalal Mahmud},
  booktitle={ICWSM},
  year={2015}
}
People’s social media text has been shown to have limited prediction power of their personality. In this work, we conducted a survey study and a field study to explore the feasibility of using predicted personality traits derived from social media text for the purpose of ad targeting. In the survey study, we measured people's personalities and their responses to an advertisement tweet. We found that people with high openness and low neuroticism responded more favorably to a targeted… CONTINUE READING
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