HCBE Faculty Articles

Title

Personality and Content Preferences on Social Network Sites in South Africa

Document Type

Article

Date

12-2017

Publication Title

South African Journal of Business Management

ISSN or ISBN

2078-5585

Volume

48

Issue

4

First Page

13

Last Page

20

Description

Worldwide, visual content, such as photos and videos, have increased dramatically on social network sites (SNS), with South Africa being no exception. The purpose of this study was to investigate the relationship between two personality traits – need for cognition and need for affect – and visual and verbal content preference on SNS in South Africa. A survey was conducted and data were obtained from 307 social network site users. The main findings showed that personality does have an influence on SNS users’ preference for visual or verbal content. Implications for both theory and practice are discussed.

This document is currently not available here.

Find in your library

Share

COinS