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’ 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.