Enriching social media personas with personality traits: A deep learning approach using the big five classes

Joni Salminen; Rohan Gurunandan Rao; Soon gyo Jung; Shammur A. Chowdhury; Bernard J. Jansen

doi:10.1007/978-3-030-50334-5_7

Enriching social media personas with personality traits: A deep learning approach using the big five classes

Joni Salminen^*, Rohan Gurunandan Rao, Soon gyo Jung, Shammur A. Chowdhury, Bernard J. Jansen

^*Corresponding author for this work

Qatar Computing Research Institute

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

28 Citations (Scopus)

Abstract

To predict personality traits of data-driven personas, we apply an automatic persona generation methodology to generate 15 personas from the social media data of an online news organization. After generating the personas, we aggregate each personas’ YouTube comments and predict the “Big Five” personality traits of each persona from the comments pertaining to that persona. For this, we develop a deep learning classifier using three publicly available datasets. Results indicate an average performance increase of 4.84% in F1 scores relative to the baseline. We then analyze how the personas differ by their detected personality traits and discuss how personality traits could be implemented in data-driven persona profiles, as either scores or narratives.

Original language	English
Title of host publication	Artificial Intelligence in HCI - 1st International Conference, AI-HCI 2020, Held as Part of the 22nd HCI International Conference, HCII 2020, Proceedings
Editors	Helmut Degen, Lauren Reinerman-Jones
Publisher	Springer
Pages	101-120
Number of pages	20
ISBN (Print)	9783030503338
DOIs	https://doi.org/10.1007/978-3-030-50334-5_7
Publication status	Published - 2020
Event	1st International Conference on Artificial Intelligence in HCI, AI-HCI 2020, held as part of the 22nd International Conference on Human-Computer Interaction, HCII 2020 - Copenhagen, Denmark Duration: 19 Jul 2020 → 24 Jul 2020

Publication series

Name	Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume	12217 LNCS
ISSN (Print)	0302-9743
ISSN (Electronic)	1611-3349

Conference

Conference	1st International Conference on Artificial Intelligence in HCI, AI-HCI 2020, held as part of the 22nd International Conference on Human-Computer Interaction, HCII 2020
Country/Territory	Denmark
City	Copenhagen
Period	19/07/20 → 24/07/20

Keywords

Design
Neutral networks
Personality detection
Personas

Access to Document

10.1007/978-3-030-50334-5_7

Cite this

Salminen, J., Rao, R. G., Jung, S. G., Chowdhury, S. A., & Jansen, B. J. (2020). Enriching social media personas with personality traits: A deep learning approach using the big five classes. In H. Degen, & L. Reinerman-Jones (Eds.), Artificial Intelligence in HCI - 1st International Conference, AI-HCI 2020, Held as Part of the 22nd HCI International Conference, HCII 2020, Proceedings (pp. 101-120). (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics); Vol. 12217 LNCS). Springer. https://doi.org/10.1007/978-3-030-50334-5_7

Salminen, Joni ; Rao, Rohan Gurunandan ; Jung, Soon gyo et al. / Enriching social media personas with personality traits : A deep learning approach using the big five classes. Artificial Intelligence in HCI - 1st International Conference, AI-HCI 2020, Held as Part of the 22nd HCI International Conference, HCII 2020, Proceedings. editor / Helmut Degen ; Lauren Reinerman-Jones. Springer, 2020. pp. 101-120 (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)).

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title = "Enriching social media personas with personality traits: A deep learning approach using the big five classes",

abstract = "To predict personality traits of data-driven personas, we apply an automatic persona generation methodology to generate 15 personas from the social media data of an online news organization. After generating the personas, we aggregate each personas{\textquoteright} YouTube comments and predict the “Big Five” personality traits of each persona from the comments pertaining to that persona. For this, we develop a deep learning classifier using three publicly available datasets. Results indicate an average performance increase of 4.84% in F1 scores relative to the baseline. We then analyze how the personas differ by their detected personality traits and discuss how personality traits could be implemented in data-driven persona profiles, as either scores or narratives.",

keywords = "Design, Neutral networks, Personality detection, Personas",

author = "Joni Salminen and Rao, {Rohan Gurunandan} and Jung, {Soon gyo} and Chowdhury, {Shammur A.} and Jansen, {Bernard J.}",

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Salminen, J, Rao, RG, Jung, SG , Chowdhury, SA & Jansen, BJ 2020, Enriching social media personas with personality traits: A deep learning approach using the big five classes. in H Degen & L Reinerman-Jones (eds), Artificial Intelligence in HCI - 1st International Conference, AI-HCI 2020, Held as Part of the 22nd HCI International Conference, HCII 2020, Proceedings. Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), vol. 12217 LNCS, Springer, pp. 101-120, 1st International Conference on Artificial Intelligence in HCI, AI-HCI 2020, held as part of the 22nd International Conference on Human-Computer Interaction, HCII 2020, Copenhagen, Denmark, 19/07/20. https://doi.org/10.1007/978-3-030-50334-5_7

Enriching social media personas with personality traits: A deep learning approach using the big five classes. / Salminen, Joni; Rao, Rohan Gurunandan; Jung, Soon gyo et al.
Artificial Intelligence in HCI - 1st International Conference, AI-HCI 2020, Held as Part of the 22nd HCI International Conference, HCII 2020, Proceedings. ed. / Helmut Degen; Lauren Reinerman-Jones. Springer, 2020. p. 101-120 (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics); Vol. 12217 LNCS).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

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T1 - Enriching social media personas with personality traits

T2 - 1st International Conference on Artificial Intelligence in HCI, AI-HCI 2020, held as part of the 22nd International Conference on Human-Computer Interaction, HCII 2020

AU - Salminen, Joni

AU - Rao, Rohan Gurunandan

AU - Jung, Soon gyo

AU - Chowdhury, Shammur A.

AU - Jansen, Bernard J.

N1 - Publisher Copyright: © Springer Nature Switzerland AG 2020.

PY - 2020

Y1 - 2020

N2 - To predict personality traits of data-driven personas, we apply an automatic persona generation methodology to generate 15 personas from the social media data of an online news organization. After generating the personas, we aggregate each personas’ YouTube comments and predict the “Big Five” personality traits of each persona from the comments pertaining to that persona. For this, we develop a deep learning classifier using three publicly available datasets. Results indicate an average performance increase of 4.84% in F1 scores relative to the baseline. We then analyze how the personas differ by their detected personality traits and discuss how personality traits could be implemented in data-driven persona profiles, as either scores or narratives.

AB - To predict personality traits of data-driven personas, we apply an automatic persona generation methodology to generate 15 personas from the social media data of an online news organization. After generating the personas, we aggregate each personas’ YouTube comments and predict the “Big Five” personality traits of each persona from the comments pertaining to that persona. For this, we develop a deep learning classifier using three publicly available datasets. Results indicate an average performance increase of 4.84% in F1 scores relative to the baseline. We then analyze how the personas differ by their detected personality traits and discuss how personality traits could be implemented in data-driven persona profiles, as either scores or narratives.

KW - Design

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T3 - Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)

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BT - Artificial Intelligence in HCI - 1st International Conference, AI-HCI 2020, Held as Part of the 22nd HCI International Conference, HCII 2020, Proceedings

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PB - Springer

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Salminen J, Rao RG, Jung SG , Chowdhury SA , Jansen BJ. Enriching social media personas with personality traits: A deep learning approach using the big five classes. In Degen H, Reinerman-Jones L, editors, Artificial Intelligence in HCI - 1st International Conference, AI-HCI 2020, Held as Part of the 22nd HCI International Conference, HCII 2020, Proceedings. Springer. 2020. p. 101-120. (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)). doi: 10.1007/978-3-030-50334-5_7

Enriching social media personas with personality traits: A deep learning approach using the big five classes

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