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


Zika conspiracy theories on social media putting vulnerable people at risk
Conspiracy theories and pseudoscientific claims refuting the facts around Zika virus vaccines could be putting vulnerable people at risk, according to a new study published in Vaccine.

Internet addiction and school burnout feed into each other
Excessive internet use contributes to the development of school burnout. School burnout, in turn, may lead to excessive internet use or digital addiction.

New research confirms continued, unabated and large-scale amphibian declines
New U.S. Geological Survey-led research suggests that even though amphibians are severely declining worldwide, there is no smoking gun - and thus no simple solution - to halting or reversing these declines.

Evidence of link between cancer & light therapy inconclusive but warrants consideration
Two new studies raise enough questions about a possible link between childhood cancer and light therapy for newborn jaundice that clinicians should exercise caution in prescribing the treatment for infants whose jaundice is likely to resolve on its own, a pediatric oncologist from Dana-Farber/Boston Children's Cancer and Blood Disorders Center argues in an editorial published today by the journal Pediatrics.

Syphilis infections on the rise in Europe
New data released in ECDC's Annual Epidemiological report show that since 2010, the overall syphilis rates have been going up across Europe, particularly among men.

Healthy eating gets no boost after corner store interventions, Drexel study finds
A lack of access to healthy food is often blamed for poor eating habits in low-income urban areas, but a recent Drexel University study found that simply adding healthier stock to a local convenience store may not actually have any effect.

The 'Echoverse': A new way to think about brand-consumer interactions
Most studies of the interactions between companies and consumers look at one piece of the puzzle: Advertising or social media or news coverage or "consumer sentiment" as measured in surveys.

Persistent childhood asthma linked to COPD
The development of persistent childhood asthma - characterized by having trouble breathing on an almost daily basis - is not well understood.

Abstinence may not be the best policy for avoiding online risk
The online world is full of risky situations for teens, but allowing them to gradually build their own coping strategies may be a better parental strategy than forbidding internet use, according to ateam of researchers.

Dartmouth-Stanford study finds health advertorials misleading but persuasive
Health advertorials, or advertisements camouflaged as credible news, succeed in misleading people, in part, by tamping down their skepticism and expectations for truth in advertising, a Dartmouth College-Stanford University study finds.
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’s 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’s ever met, to offer The Art of Social Media—the 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: Master Social Media Marketing - Facebook, Twitter, YouTube & Instagram (Social Media, Facebok, Twitter, YouTube, Instagram)

Social Media: Master Social Media Marketing - Facebook, Twitter, YouTube & Instagram (Social Media, Facebok, Twitter, YouTube, Instagram)
by Grant Kennedy (Author)


A Book That Actually Teaches You How to Solve the “Social Media” Puzzle? Yes - with this amazing guide, you can make sense of the vast array of opportunities in the social media sphere - and choose the ones that suit you best! In this expanded 2nd edition of Social Media: Master Social Media Marketing - Facebook, Twitter, YouTube & Instagram, you'll be taken through a step-by-step process on how to develop your web presence. This book helps you improve your marketing strategies in many ways: Increased Reach Brand Recognition Lower Marketing Costs Better Interactions with Potential Customers Higher Conversion Rates SEO Optimization and Greater Brand Loyalty Even if you’re new to social media marketing, you can easily get started TODAY with 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.

The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly

The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly
by David Meerman Scott (Author)


The most updated edition yet of the benchmark guide to marketing and PR, with the latest social media, marketing, and sales trends, tools, and real-world examples of success This is the fifth edition of the pioneering guide to the future of marketing. The New Rules of Marketing & PR is an international bestseller with more than 350,000 copies sold in over twenty-five languages. It offers a step-by-step action plan for harnessing the power of modern marketing and PR to directly communicate with buyers, raise visibility, and increase sales. This practical guide is written for marketing professionals, PR professionals, and entrepreneurs who want to grow their businesses and create success. Learn how companies, nonprofits, and organizations of all sizes can leverage web-based content to get...

Social Media Made Me Rich: Here's How it Can do the Same for You

Social Media Made Me Rich: Here's How it Can do the Same for You
by Matthew Loop (Author)


Have you ever wondered what specific strategies the world's highest-paid Internet entrepreneurs are using to get rich? Are you tired of working forty hours per week at a job you dislike and not getting paid what you're worth? Would you like to learn how to package the knowledge already in your head and put it into high-earning digital products (ebooks, online courses, coaching programs, software, etc.)? Wouldn't it be great to make a bigger impact in the world by helping others and doing what you love?  
 If you answered yes to any of these questions, read Matthew Loop’s Social Media Made Me Rich. This tactical blueprint shares the common denominators of the wealthiest movers and shakers online. 
You'll learn: 
- How to profit big from Facebook, Instagram, YouTube,...

Social Media: Master Strategies For Social Media Marketing - Facebook, Instagram, Twitter & YouTube  -  (FREE BONUS AND FREE GIFT) (Social Media, Social ... Youtube, Instagram, Internet Marketing)

Social Media: Master Strategies For Social Media Marketing - Facebook, Instagram, Twitter & YouTube - (FREE BONUS AND FREE GIFT) (Social Media, Social ... Youtube, Instagram, Internet Marketing)


Create Amazing Business Opportunities with the Power of Social Media! ☆★☆FREE BONUS - Download Now!☆★☆ Read This Book for FREE with Kindle Unlimited – Order Now!


With Social Media: Master Strategies For Social Media Marketing – Facebook, Instagram, Twitter & Youtube, you will understand how Social Media is shaping business today - and why it is so effective. You’ll find out why it’s essential to use Facebook, Instagram, Twitter and Youtuvbe to promote your company - and to build an online community!
Furthermore, Social Media: Master Strategies For Social Media Marketing – Facebook, Instagram, Twitter & Youtube Know your market and who you’re talking to

 Get more Exposure in a variety of Markets

 Increase your...

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 SPRING 2016! | #1 AMAZON WEB MARKETING BEST SELLER | ALWAYS UP-TO-DATE SOCIAL MEDIA MARKETING STRATEGY | OVER 70,000 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: Marketing Strategies for Rapid Growth Using: Facebook, Twitter, Instagram, LinkedIn, Pinterest and YouTube

Social Media: Marketing Strategies for Rapid Growth Using: Facebook, Twitter, Instagram, LinkedIn, Pinterest and YouTube
by John Williams (Author)


Take your business to new heights with up-to-date social media marketing

How can 'Social Media: Marketing Strategies for Rapid Growth Using: Facebook, Twitter, Instagram, LinkedIn, Pinterest and YouTube' help you achieve this?

Learn how to grow an engaged and supportive following on Facebook, Twitter, Instagram, Pinterest, YouTube and LinkedIn.Tell your story and get your brands message across in a way that consumers enjoy and even look forward too.Develop the skills needed to turn media consumers into paying customersLearn the key demographics of each social media platform and how to use this to your advantageLearn how to target your marketing to very specific groups of people for increased engagement and conversionLearn how to improve your bottom line with more...

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: Social Media Marketing Mastery Bundle - Facebook, Twitter & Instagram (Social Media, Social Media Marketing, Facebook, Twitter, Instagram)

Social Media: Social Media Marketing Mastery Bundle - Facebook, Twitter & Instagram (Social Media, Social Media Marketing, Facebook, Twitter, Instagram)


Grab Attention and Create a Buzz!
☆★☆ FREE BONUS at The End - Download Now! ☆★☆
Read This Book for FREE with Kindle Unlimited – Order Now!
Are you an ambitious entrepreneur just starting up your own business? Are you looking for ways to grab attention and increase your sales or make profit? Boost up the value of your products or business NOW!
SOCIAL MEDIA: Social Media Marketing Mastery Boxset -Facebook, Twitter & Instagramis the combined THREE in ONE book! You will discover how unbelievably powerful these social platforms are. You will learn to maximize your impact and make more money!.
You’ll learn about optimizing your social accounts and how to reach out to millions of potential customers:
Marketing with Facebook pages, Paid...

© 2016 BrightSurf.com