Facebook Usage vs Personality: Association between Them and Cluster Analysis of Malaysian Facebook Users

Wong, Khai Yao (2021) Facebook Usage vs Personality: Association between Them and Cluster Analysis of Malaysian Facebook Users. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

Text Wong Khai Yao.pdf Restricted to Registered users only Download (2MB)

Abstract

In this research, the relationship between the Facebook users’ personality in the line with the Big Five Personality Traits and the Facebook usage intention was investigated. Besides, clustering of Malaysian Facebook users was also performed according to their self-reported Facebook features. For the study of the association, Goodman and Kruskal's Gamma was used as a measure for both the degree of association and significance of tests. The outcomes of this research have proven the significant associations between various Facebook usages and personality traits. Among the significant results, extroversion is more likely to be positively associated with Facebook usages, followed by the openness trait. In addition, Malaysians were found to possess somewhat positive attitudes towards Facebook, and their online sociability on Facebook is low. The significance of this study is the development of various applications on Facebook such as tailored advertising and personality predictor.