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    A Study of Personality Traits affecting Facebook Engagement: A case study of popular Facebook pages in Thailand 

    Issariya Phongsiriphat; Kriengsin Prasongsukarn (2015-11)

    Nowadays social media has become an essential tool that marketers cannot ignore. It was employed to develop customer engagement, monitor customers’ feedback, and eventually increase company’s profit. The aim of this study was to examine two out of “Five-Factor Model” (FFM) of personality traits which consist of extraversion and openness to experience. Individuals with these two personality traits tend to interact not only with the close-knit group of people, but also the larger group of unknown people to satisfy their self-interest. ...