PERSONALITY AND THE USE OF SOCIAL NETWORK SERVICE. A CASE STUDY ON FACEBOOK

Abstract: The research investigates the associations between personality traits and Facebook usage. The personality has been measured by the Five Factor Model; Facebook usage has been studied from several aspects, including frequency of visiting and posting, time spent on Facebook, how intimacy one feel when communicating with friends, self-disclosure level on Facebook, and preferred in conflict resolution styles when communicating on Facebook. A quantitative self-report has been used to collect data. The results show there are some associations between personality and Facebook usage. The research also compares respondents’ differences in intimacy level, self-disclosure level, and preference in conflict resolution styles between face-to-face communication and Facebook communication. The comparison results provide more evidences on how communication medium affect the process of communication.