Personality of Public Health Organizations' Instagram Accounts and According Differences in Photos at Content and Pixel Levels

What Do I Suggest You Focus on in My Photo Story? The Effect of User Personality on the Position Significance of Jiugong Grid Images in Microblog

Jiugong grid is one of the most used forms of multiple images posting in social media, with nine images arranged in three rows and three columns to present a related topic story from one microblog. The purpose of this study is to explore the relationship between the big five personality traits and the sequence position of Jiugong grid images. Two hundred thirty-seven volunteers completed a survey on the big five personality traits, and their 4,671 Jiugong grid microblogs with 42,039 photos were also obtained and analyzed. The results showed that users with varied kinds of personality traits could apply the significant position of Jiugong grid to emphasize certain content among multiple photos for a more attractable "story telling" in microblog. Compared with the image sequence position from the perspective of reading order, user personality traits had more relationship with that from the perspective of attention. This study is one of the first investigating the Jiugong grid image sharing behavior, which could theoretically enrich the social media image research from cognitive view and practically reveal the motivation of multiple images usage in social media, such as interface design and marketing purpose.

Personality of nonprofit organizations’ Instagram accounts and its relationship with their photos’ characteristics at content and pixel levels

Nonprofit organizations (NPO) can utilize social networking sites (SNSs) for their activities. Like individual users, they can create SNS accounts, upload posts to show what they are doing, and communicate with other users. Thus, their accounts can be investigated from the same perspective of personality which has been one of the key lenses through which SNS posts of individual users was investigated. In the line of literature that analyzed the personality of non-human objects such as products, stores, brands, and websites, the present research analyzed the personality of NPOs’ Instagram accounts using an online AI service. Also, it investigated how their personality traits were related to the characteristics of the uploaded photos at content and pixel levels. The results of analysis of 223,446 photos on 177 Instagram accounts suggested that the personality of NPOs’ Instagram accounts can be summarized as being high in openness and agreeableness but low in extraversion and neuroticism. And it was found that openness and agreeableness were the personality traits that associated the most with the photo features. Also, the personality traits of NPOs’ Instagram accounts, except neuroticism, were predicted from the photo features with an acceptable level of accuracy. Implications of this research and suggestions for further research were presented.