Personality Traits and Behaviors on Health in Social Media

Proverbs state that a person should equip himself with more than 20 virtues such as benevolence, truthfulness, kindness, wisdom, loyalty, tolerance, loyalty, humility, respect, filial compassion and faith. A study has classified some of the basic virtues as benevolence, kindness, and righteousness in order to elaborate. Research on personality traits has used the Big Five, or five-factor model, to assess human personality, including five-dimensional neuroticism, extraversion, openness to experience, agreeableness, and conscientiousness. Further, Gray proposed that the behavioral activation system (BAS) and behavioral inhibition system (BIS) are a pair of neural circuits that are linked to interaction with objects or environments, presumed to be the way personality influences behavior.

Forsman suggested that an individual’s tendency to extraversion results from a strong BAS but a weak BIS, whereas an introversion tendency results from a weak BAS but a strong BIS. In parallel, Sharpe, Martin, and Roth saw the correlated structure between neuroticism and extroversion as a bipolar individual difference variable ranging from pessimistic to optimistic. Since the main social network is the internet and its use is related to personality, the personality theory of neuroticism and extroversion was used by Hamburger and Ben-Artzi to specifically examine the link between personality and internet use.

Neuroticism is often assumed to have a protective function when worry and anxiety motivate a person’s behaviors to seize limited social opportunities and avoid boredom. In contrast, high extraversion denotes the extent to which a person is social, talkative, assertive, energetic, and outgoing. In addition, research by Casciaro, Carley, and Krackhardt showed how individuals’ perceptions of their social networks are affected by personality traits. For example, individuals with high levels of neuroticism are less likely to engage in social networks. On the other hand, extroversion can be expected to cause people to engage in desirable social relationships, to receive and contribute to social networks and messages from social networks. However, to date, there has been no specific study of how personality relates to Internet memes.

Personalities Related to Value Expectation

In general, neuroticism and extroversion are considered to be the personality traits most prominently associated with online activities. In particular, it tends to cause negative effects such as neuroticism, emotional instability, and high stress levels, and has also been associated with negative health behaviors. On the other hand, individuals with extraversion trait show online sociability and positive emotionality. More specifically, expectations refer to future experiences, and so it could be argued that particularly low future expectations can lead to reduced suffering among people with high levels of Neuroticism. Extraversion, on the other hand, is about openness to experience with a low expectation of value. People with high extrovert personalities have been shown to have lower value expectations when consuming healthy foods. Therefore, it has been hypothesized how these two personality types are related to consumers’ expectation of value for consuming food for health, and these hypotheses are as follows:

• H1: Neuroticism is negatively associated with value expectation,

• H2: Extraversion is positively associated with value expectation,

Value Expectation Related to Repetitive Behavior

According to Kyle, Absher, and Norman, participation is a reflection of individual self-concept, needs, and values. McIntyre and Pigram suggested that active participation can be measured in terms of attractiveness, self-expression, and centrality in one’s life. The researchers reported that if the reliability of the effect is important, repetition can increase a person’s confidence in performing an action again, while considering the expectation values that influence consumers’ intention to repeat. Therefore, they proposed the hypothesis H3: Value expectation is positively associated with repetitive behavior.

Value Expectation Related to User Satisfaction

According to Vargo and Lusch, value is specific, experiential, contextual and meaning-laden. Based on this understanding, managers working in business client organizations consistently and uniquely make decisions influenced by experience. Eccles, Adler, Futterman, Goff, and Kaczala emphasized that the theory of expectation value consists of two basic elements, expectation and usage satisfaction.

That is, prospects for improving future health can increase existing services, and in this sense expectation and use satisfaction are value-enhancing. Therefore, hypothesis H4: Value expectation is significantly related to use satisfaction has been proposed.

Repetitive Behavior Related to User Satisfaction

Flint, Blocker, and Boutin found that predicting what customers want when selling goods results in higher customer satisfaction. From a social psychology perspective, attempts to reproduce social priming effects have been interpreted as random values influencing utility judgments. However, repetition of social priming effects, for example, can increase confidence and behavioral satisfaction. Accordingly, the hypothesis H5: Repetitive behavior is positively associated with use satisfaction was proposed about repetitive behavior related to use satisfaction.

Personality Traits in Social Media and Behavioral Effects on Health

With globalization and the widespread use of the internet, understanding how to leverage memes is an important factor in industries. Social media often involves the spread of misinformation. When there is high uncertainty and high demand for public information on issues such as health problems, misinformation spreads faster through social media.

Foods are an alternative to take care of one’s health, and online messages about such functional foods are widely spread on the social network to treat problems and diseases of major human organ systems. As a result, extroverted customers need to change their detection processes for online fake messages about functional foods in order to successfully change their attitudes towards internet memes. In addition, it can enable administrators to use scientific evidence to increase users’ value expectations, with a leading-edge over internet memes.

De Jong, Ocke, Branderhorst, and Friele found that there was a higher proportion of educated women in higher age groups who consumed functional foods. Individuals may have low awareness of the potential risk associated with functional foods, and the traditional idea of ​​curing disease, strengthening the body increases the health risk of people using functional foods without understanding how to reduce the risk.


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