The five-factor model, social network, and social influence in instant messaging groups

Abstract

Nowadays, instant messaging (IM) software is one of the most popular communication tools. Understanding the complex relationships between individual characteristics and social factors is crucial for enhancing the stickiness of IM groups. This study explores the influence of congenital and acquired factors on the stickiness of IM group users. In fact, this research studied the influence of five-factor model, social network, and social influence on stickiness of IM group users. Structural equation modeling was employed to examine the research hypotheses. The research findings revealed that four key personality traits (such as Extraversion, Neuroticism, Agreeableness, and Conscientiousness) may influence the participation in the IM groups. In terms of social networks, emotional support networks have created an influence on the participation in instant messaging groups. As for the social influence, subjective norms and critical mass may affect the participation in IM groups. The obtained results may provide practical insights for the design and improvement of instant messaging software/applications. Moreover, the government can use the relevant findings to formulate policies and develop feasible administrative objectives.