Influence of personality traits on Facebook engagement and their effects on socialization behavior and satisfaction with university life |
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| Authors: | Ainin Sulaiman Noor Ismawati Jaafar Alireza Tamjidyamcholo |
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| Institution: | Department of Operations and Management Information Systems, Faculty of Business and Accountancy, University of Malaya, Kuala Lumpur, Malaysia |
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| Abstract: | Several factors influence Facebook users’ engagement. This study investigates the correlations between Facebook engagement and users’ personality traits. This study also analyses the impact of Facebook engagement on students’ socialization behavior and their satisfaction with their university life. A dataset of 994 Malaysian students was collected and used for analysis. The outcome of the analysis illustrates that students’ personality traits have a positive influence on Facebook engagement. Subsequently, Facebook engagement was found to have an influence over students’ socialization behavior and their satisfaction with university life. The results can be used by educators as a guide for their curriculum development, i.e., consideration of wider usage of Facebook in conducting courses. |
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| Keywords: | Facebook socialization behavior satisfaction personality traits |
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