Science Current Events | Science News | Brightsurf.com
 

Advertisers Could Target Online Audiences More Efficiently with Personality Scale, MU Researcher Finds

July 13, 2012
COLUMBIA, Mo. ≠- Online advertising has become prevalent in the past five years, and social media sites, such as Facebook, have played a major role. Now, a study at the University of Missouri School of Journalism has developed a method that could help advertisers target online audiences easier by knowing their personality types.

Using a new personality scale, researchers determine how people with certain personality types use social media websites. Heather Shoenberger, a doctoral student in the MU School of Journalism, found that those individuals who liked high-risk activity tended to update their status, upload photos and interact with friends frequently. Simultaneously, those individuals who were more reserved tended to merely scroll through Facebook's "news feed", and did not upload photos or actively engage with their friends frequently.

"The scale that we used is called the Mini-Motivation Activation Measure, or Mini-MAM, scale," Shoenberger said. "Using this scale, we were able to find a trend in the patterns of how people with certain personality types use social media. I believe this could really help advertisers and certain types of media groups target potential customers with particular ads on social media sites. For example, if a company wants to target a population for a high-risk activity, they should try to determine who is active on Facebook posting pictures and updating their status frequently."

In her study, Shoenberger surveyed people about their use on Facebook and then asked them to take the Mini-MAM test to determine their personality type. Those who leaned toward high-risk activities were labeled as "appetitive," while those who were more reserved in their activities were labeled as "aversive." She found that both personality types used Facebook frequently, but she found significant differences in how they use the social media site.

"If you're highly "appetitive" or lean toward high-risk activities, you're more likely to want engage with media that are more exciting, whereas those who are higher in the "aversive" trait tend to enjoy safer and more predictable media experiences," Shoenberger said. "Identifying these individuals using the motivation activation measure can give advertisers an advantage over their competitors and bring some order to online advertising."

Shoenberger's study was presented at the International Communication Association Conference in Phoenix this summer.

University of Missouri


Related Social Media Current Events and Social Media News Articles


Felling of tropical trees has soared, satellite shows, not slowed as UN study found
The rate at which tropical forests were cut, burned or otherwise lost from the 1990s through the 2000s accelerated by 62 percent, according to a new study which dramatically reverses a previous estimate of a 25 percent slowdown over the same period.

Your privacy online: Health information at serious risk of abuse
There is a significant risk to your privacy whenever you visit a health-related web page. An analysis of over 80,000 such web pages shows that nine out of ten visits result in personal health information being leaked to third parties, including online advertisers and data brokers.

Intoxicated on YouTube
The 70 most popular videos depicting drunkenness on YouTube account for more than 330 million views, with little portrayal of the negative outcomes of excessive alcohol consumption, according to an analysis led by the University of Pittsburgh Center for Research on Media, Technology, and Health (CRMTH).

Education 'experts' may lack expertise, study finds
The people most often cited as "education experts" in blogs and news stories may have the backing of influential organizations - but have little background in education and education policy, a new study suggests.

University of Tennessee study: Crocodiles just wanna have fun, too
Turns out we may have more in common with crocodiles than we'd ever dream. According to research by a psychology professor at the University of Tennessee, Knoxville, crocodiles think surfing waves, playing ball and going on piggyback rides are fun, too.

Predicting plant responses to drought
A new U.S. Geological Survey study shows how plants' vulnerability to drought varies across the landscape; factors such as plant structure and soil type where the plant is growing can either make them more vulnerable or protect them from declines.

Feeling unloved? Like this post
Insecure? Craving attention and needing to feel good about yourself? Chances are Facebook is your friend.

Does alcohol-related activity on Facebook promote drinking?
The more a Facebook user gets involved in alcohol-related pages or posts - whether it's a like, share or comment - the more likely that person is to consider drinking alcohol.

Commons Lab releases 2 new reports on key aspects of Citizen Science
Citizen Science is a rapidly growing set of techniques that harness the power of volunteers to assist and support a wide range of scientific research. But for citizen science to continue to grow - and be used in policymaking - practitioners need to consider key ethical, legal and social implications of these projects.

Unseen volcanoes may play role in Earth's long-term climate
The intensity of volcanic activity at deeply submerged mid-ocean ridges waxes and wanes on a roughly 100,000-year cycle, according to a new study that might help explain poorly understood variations in Earth's climate that occur on approximately the same timetable.
More Social Media Current Events and Social Media News Articles

The Art of Social Media: Power Tips for Power Users

The Art of Social Media: Power Tips for Power Users
by Guy Kawasaki (Author), Peg Fitzpatrick (Author)


By now it's clear that whether you're promoting a business, a product, or yourself, social media is near the top of what determines your success or failure. And there are countless pundits, authors, and consultants eager to advise you.
But there‚Äôs no one quite like Guy Kawasaki, the legendary former chief evangelist for Apple and one of the pioneers of business blogging, tweeting, Facebooking, Tumbling, and much, much more. Now Guy has teamed up with Peg Fitzpatrick, who he says is the best social-media person he‚Äôs ever met, to offer The Art of Social Media‚ÄĒthe one essential guide you need to get the most bang for your time, effort, and money.
With over one hundred practical tips, tricks, and insights, Guy and Peg present a bottom-up strategy to produce a focused, thorough,...

Social Media Explained: Untangling the World's Most Misunderstood Business Trend

Social Media Explained: Untangling the World's Most Misunderstood Business Trend
by Mark W. Schaefer (Author)


The best-selling social media book of 2014! Too busy to spend hours trying to learn the fundamentals of social media marketing? This is the book for you! Mark Schaefer, author of the best-selling books "Return On Influence" and "The Tao of Twitter" unravels the most misunderstood and confusing business trend in this fun and easy-to-read book. "Social Media Explained" explores the fundamental strategies and answers the biggest questions every business professional needs to answer before diving into a social media initiative! This is the MUST-HAVE guide for understanding the sociological and psychological drivers that make social media marketing work.

Likeable Social Media: How to Delight Your Customers, Create an Irresistible Brand, and Be Generally Amazing on Facebook (And Other Social Networks)

Likeable Social Media: How to Delight Your Customers, Create an Irresistible Brand, and Be Generally Amazing on Facebook (And Other Social Networks)
by Dave Kerpen (Author)


THE NEW YORK TIMES AND USA TODAY BESTSELLER! The secret to successful word-of-mouth marketing on the social web is easy: BE LIKEABLE. A friend's recommendation is more powerful than any advertisement. In the world of Facebook, Twitter, and beyond, that recommendation can travel farther and faster than ever before. Likeable Social Media helps you harness the power of word-of-mouth marketing to transform your business. Listen to your customers and prospects. Deliver value, excitement, and surprise. And most important, learn how to truly engage your customers and help them spread the word. Praise for Likeable Social Media: Dave Kerpen's insights and clear, how-to instructions on building brand popularity by truly engaging with customers on Facebook, Twitter, and the many other social media...

Social Media: Dominating Strategies for Social Media Marketing with Twitter, Facebook, Youtube, LinkedIn, and Instagram

Social Media: Dominating Strategies for Social Media Marketing with Twitter, Facebook, Youtube, LinkedIn, and Instagram
by Michael Richards (Author)


Do You Want To Dominate Social Media? Have you ever wondered if there was an exact blueprint on how to dominate social media marketing? Do you want to grow your followers and your brand? Find the answers to these questions inside.Every business owner or marketing executive now agrees to the fact that their business has to adapt to social media or end up losing touch with its customers. In this book we dissect and provide you with the best proven strategies that will help you take over all aspects of Social Media.

Social Media Mastery (Updated for 2015): 75+ Tips to Help you Expand your Reach, Build your Platform, and Establish your Online Authority (Daily Actions)

Social Media Mastery (Updated for 2015): 75+ Tips to Help you Expand your Reach, Build your Platform, and Establish your Online Authority (Daily Actions)
by ROSS AND SONS PUBLISHING


UPDATED FOR WINTER 2015 - An Amazon #1 Bestseller in Web 2.0, Social Media for Business, Social Media How-To and Web Marketing Categories

LEARN:

Learn the ins and outs of the major social media platforms, including major sites such as Facebook, YouTube, Vimeo, Google+, Twitter, LinkedIn, Pinterest, Instagram, Reddit, Scribd, Slideshare, Evernote, TripAdvisor, and Academia.edu. Learn how to establish a social media strategy in line with your goals, organize it all with Evernote, and how to market your content based on your product, service, or credentials. Fire up your brand via social media, Kindle ebooks, or podcasts using this guide.

Learn how to integrate your social media accounts, embed content into profiles, build out your YouTube and Vimeo...

500 Social Media Marketing Tips: Essential Advice, Hints and Strategy for Business: Facebook, Twitter, Pinterest, Google+, YouTube, Instagram, LinkedIn, and More!

500 Social Media Marketing Tips: Essential Advice, Hints and Strategy for Business: Facebook, Twitter, Pinterest, Google+, YouTube, Instagram, LinkedIn, and More!
by Andrew Macarthy (Author)


UPDATED WINTER 2014/15 | #1 AMAZON WEB MARKETING BEST SELLER | ALWAYS UP-TO-DATE SOCIAL MEDIA MARKETING STRATEGY | OVER 50,000 COPIES SOLD! 

Struggling With Social Media Marketing?

Few likes on your company's Facebook page? Not seeing social media ROI? Unsure of how to make the most of social media marketing, or even where to start? 500 Social Media Marketing Tips can help! This book is your guide to social media success for business, featuring hundreds of actionable strategies for Facebook, Twitter, Pinterest, Google+, YouTube, LinkedIn, Snapchat, Vine, and more! Each tip will guide you to establishing a strong brand presence on social media, attracting and engaging with loyal customers, and increasing web traffic and sales.
The Perfect "By Your Side" Guide...

Social Media: Social Media Marketing - How To Build And Execute Your Own Social Media Strategy (Social Media Marketing, Facebook, Twitter, Instagram, Marketing ... Selling On Amazon, FBA, Online Book 1)

Social Media: Social Media Marketing - How To Build And Execute Your Own Social Media Strategy (Social Media Marketing, Facebook, Twitter, Instagram, Marketing ... Selling On Amazon, FBA, Online Book 1)
by Bomal Edition


Social Media Marketing: How to Build and Execute Your Own Social Media Strategy
This book contains proven steps and strategies on how to use social media to market your products and services.

Social media has evolved rapidly and turned into an important part of our life and how the world functions. Only a few years ago people said that if as a business, you are not on social media, you are missing out. Today nobody says that because it's a given that every business, no matter how big or small, has an online presence. It's no longer just an additional source of leads or just a side note in the marketing plan of a business. Social media is now at the center stage of how businesses run and how they market their products and services.

By reading Social Media...

Unusually Effective: 25 Unusual yet Effective Social Media Marketing Strategies for Creating an Irresistible brand, Ultimate Business Growth and Massive Profits

Unusually Effective: 25 Unusual yet Effective Social Media Marketing Strategies for Creating an Irresistible brand, Ultimate Business Growth and Massive Profits


An Absolutely No-Fluff guide to Unusual Social Media Marketing Strategies
You have always wondered how some companies have made it big on social media and if you could do the same??

Imagine if you could get your hands on all the behind-the-scene tactics employed by the successful brands..

well, you don't have to imagine anymore...here's the answer;

Unusually Effective: 25 Unusual yet Effective Social Media Marketing Strategies for Creating an Irresistible brand, Ultimate Business Growth and Massive Profits.

Social Media Marketing is becoming a necessity, for a Small Business Enterprise and also for the large Corporate Mammoths...

It is the easiest and fastest way to relay advertising and marketing products and services...

Social Media Marketing All-in-One For Dummies

Social Media Marketing All-in-One For Dummies
by Jan Zimmerman (Author), Deborah Ng (Author)


Learn the latest social media marketing techniques Social media continues to evolve at breakneck speed, and the savvy marketer needs to keep up. This bestselling guide to social media marketing has been completely updated to cover the newest vehicles, including Groupon and Rue La La, location-based services like Foursquare, and new social networking sites like Google+ and Pinterest. Checklists, case studies, and examples will help you decide the best places to spend your marketing dollars, and you'll learn about valuable social media tools and analytics methods that can help you assess the success of your efforts. A completely updated, all-in-one guide to social media marketing, a valuable way for businesses to reach current and new customers, assist customers with problems, and...

The Twitter Effect: How to increase your follower count and gain exposure on Twitter

The Twitter Effect: How to increase your follower count and gain exposure on Twitter


The Twitter Effect reveals the real way to gain exposure and increase your follower count on Twitter. You won't find any get-followers-quick schemes in this book. However, with proper execution, the techniques in this book will help you increase your reach and gain new high-quality followers every day!

© 2015 BrightSurf.com