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

  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},
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
Highly Cited
This paper has 19 citations. REVIEW CITATIONS

From This Paper

Figures, tables, and topics from this paper.

Explore Further: Topics Discussed in This Paper


Publications citing this paper.
Showing 1-10 of 13 extracted citations

Deriving Privacy Settings for Location Sharing: Are Context Factors Always the Best Choice?

2018 IEEE Symposium on Privacy-Aware Computing (PAC) • 2018
View 4 Excerpts
Highly Influenced

Analyzing Facebook Activities for Personality Recognition

2017 16th IEEE International Conference on Machine Learning and Applications (ICMLA) • 2017
View 2 Excerpts


Publications referenced by this paper.
Showing 1-10 of 23 references

The development and psychometric properties of LIWC2007.

J. W. Pennebaker, Chung, K C.
View 5 Excerpts
Highly Influenced

The structure of phenotypic personality traits

L. R. Goldberg
American Psychologist 48 (1). • 1993
View 6 Excerpts
Highly Influenced

Personality, movie preferences, and recommendations

2013 IEEE/ACM International Conference on Advances in Social Networks Analysis and Mining (ASONAM 2013) • 2013

Similar Papers

Loading similar papers…