This study aimed to assess the potential contributions of the Myers–Briggs Type Indicator (MBTI) to the sustainable growth of communities by conducting a comprehensive analysis of social perceptions of the MBTI in South Korea through big data analysis. The investigation encompasses three primary stages: data collection, preprocessing, and analysis, involving text mining, network analysis, CONCOR analysis, and sentiment analysis. A total of 31,308 text data pieces (13.73 MB) from various sources, including news, blogs, and other sections of Naver and Google, over the past three years, were collected and analyzed using the keyword “MBTI”. Tools, such as Textom SV, UCINET, and NetDraw, were employed for data collection and analysis. The study’s key findings include the identification, through term frequency (TF) and TF-inverse document frequency analyses, of top-ranking terms, such as 16Types, 4Indicators, Test, Myself, OthersMBTI, Situation, and Contents. The CONCOR analysis further revealed six clusters, encompassing themes like interest in MBTI personality tests, application of 16 types in daily life, MZ’s MBTI consumption patterns, trending of MBTI characters, extension to K-Test, and professional use of MBTI. Moreover, sentiment analysis indicated that 68.5% of individuals in South Korea expressed a positive sentiment towards MBTI, while 31.5% conveyed a negative sentiment. The specific emotions identified included liking (Good Feeling), disgust, and interest, in order of prominence. In light of these findings, this study delineates a spectrum of perceptions regarding MBTI in South Korea, encompassing both positive interests and negative concerns. To ensure the responsible use of MBTI, it is imperative to implement reliable scientific testing and education, mitigate the potential harm of stereotyping, and reshape social perceptions surrounding MBTI usage. Only through these measures can MBTI genuinely contribute to the sustainable growth of communities without being confined to limiting stereotypes.
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