Chapter 5: Personality Traits as Determinants of Facebook Behavior: Study of Indian Gen-Z

This study tests the influence of Big Five Personality Traits (BFPTs) and demographic factors on Facebook behavior of Posting, Feature Usage, and Making Friends in India, home to the highest number of Facebook users in the world. Gen-Z is the demographic most involved in social media, thus this age group’s behavior can be most accurately gauged from Facebook habits and so it forms the basis of this study. Facebook behavior identified in this study was the outcome of an elicitation study conducted among university students. The sample survey consisted of 290 Facebook users aged between 17 and 24 years. The chapter uses factor analysis and structural equation modeling (SEM) for data analysis. Results revealed that extroverts and those open to experiences would post more. Meanwhile, the conscientious were less inclined to use features such as emoticons while those more agreeable embraced them. Women and those more neurotic would not befriend strangers. Also, posting and feature usage increased with user age. Study results highlight the potential of analyzing Facebook behavior to gauge personalities, which could benefit recruiters and marketers. Academically, this is the first study related to India where a scale for Facebook behavior is developed (namely Posting, Feature Usage, and Making Friends) and then validated for future research work.