Table VI

Facebook ‒ the ten most mentioned words

No.Word (%)Portugal (%)Brazil (%)Peru (%)Colombia (%)Total (%)ArchetypeCluster
 1Enjoyment6279826774JesterStability and control
 2Friend7953766168CaregiverStability and control
 3Humour7660685065JesterStability and control
 4Power5358485253RulerIndependence and Fulfillment
 5Pleasure5155574252LoverStability and control
 6Control4967414650RulerIndependence and Fulfillment
 7Regular4840495448Regular guyBelonging and enjoyment
 8Relaxation5316713547JesterIndependence and Fulfillment
 9Freedom4752503246ExplorerBelonging and enjoyment
10Empathy2840513640Regular guyIndependence and Fulfillment

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