Big Data Analysis of Facebook Users Personality Recognition using Map Reduce Back Propagation Neural Networks

Abstract- Machine learning has been an effective tool to connect networks of enormous information for predicting personality.  Identification of personality-related indicators encrypted in Facebook profiles and activities are of special concern in most research efforts. This research modeled user personality based on set of features extracted from the Facebook data using Map-Reduce Back Propagation Neural Network (MRBPNN). The performance of the MRBPNN classification model was evaluated in terms of five basic personality dimensions: Extraversion (EXT), Agreeableness (AGR), Conscientiousness (CON), Neuroticism (NEU), and Openness to Experience (OPN) using True positive, False Positive, accuracy, precision and F-measure as metrics at the threshold value of 0.32. The experimental results reveal that MRBPNN model has accuracy of 91.40%, 93.89%, 91.33%, 90.43% and 89.13% CON, OPN, EXT, NEU and AGR respectively for personality recognition which is more computationally efficient than Back Propagation Neural Network (BPNN) and Support Vector Machine (SVM). Therefore, personality recognition based on MRBPNN would produce a reliable prediction system for various personality traits with data having a very large instance

Applying Deep Machine Learning for psycho-demographic profiling of Internet users using O.C.E.A.N. model of personality

In the modern era, each Internet user leaves enormous amounts of auxiliary digital residuals (footprints) by using a variety of on-line services. All this data is already collected and stored for many years. In recent works, it was demonstrated that it's possible to apply simple machine learning methods to analyze collected digital footprints and to create psycho-demographic profiles of individuals. However, while these works clearly demonstrated the applicability of machine learning methods for such an analysis, created simple prediction models still lacks accuracy necessary to be successfully applied for practical needs. We have assumed that using advanced deep machine learning methods may considerably increase the accuracy of predictions. We started with simple machine learning methods to estimate basic prediction performance and moved further by applying advanced methods based on shallow and deep neural networks. Then we compared prediction power of studied models and made conclusions about its performance. Finally, we made hypotheses how prediction accuracy can be further improved. As result of this work, we provide full source code used in the experiments for all interested researchers and practitioners in corresponding GitHub repository. We believe that applying deep machine learning for psycho-demographic profiling may have an enormous impact on the society (for good or worse) and provides means for Artificial Intelligence (AI) systems to better understand humans by creating their psychological profiles. Thus AI agents may achieve the human-like ability to participate in conversation (communication) flow by anticipating human opponents' reactions, expectations, and behavior

What your Facebook Profile Picture Reveals about your Personality

People spend considerable effort managing the impressions they give others. Social psychologists have shown that people manage these impressions differently depending upon their personality. Facebook and other social media provide a new forum for this fundamental process; hence, understanding people's behaviour on social media could provide interesting insights on their personality. In this paper we investigate automatic personality recognition from Facebook profile pictures. We analyze the effectiveness of four families of visual features and we discuss some human interpretable patterns that explain the personality traits of the individuals. For example, extroverts and agreeable individuals tend to have warm colored pictures and to exhibit many faces in their portraits, mirroring their inclination to socialize; while neurotic ones have a prevalence of pictures of indoor places. Then, we propose a classification approach to automatically recognize personality traits from these visual features. Finally, we compare the performance of our classification approach to the one obtained by human raters and we show that computer-based classifications are significantly more accurate than averaged human-based classifications for Extraversion and Neuroticism

Extroverts Tweet Differently from Introverts in Weibo

Being dominant factors driving the human actions, personalities can be excellent indicators in predicting the offline and online behavior of different individuals. However, because of the great expense and inevitable subjectivity in questionnaires and surveys, it is challenging for conventional studies to explore the connection between personality and behavior and gain insights in the context of large amount individuals. Considering the more and more important role of the online social media in daily communications, we argue that the footprint of massive individuals, like tweets in Weibo, can be the inspiring proxy to infer the personality and further understand its functions in shaping the online human behavior. In this study, a map from self-reports of personalities to online profiles of 293 active users in Weibo is established to train a competent machine learning model, which then successfully identifies over 7,000 users as extroverts or introverts. Systematical comparisons from perspectives of tempo-spatial patterns, online activities, emotion expressions and attitudes to virtual honor surprisingly disclose that the extrovert indeed behaves differently from the introvert in Weibo. Our findings provide solid evidence to justify the methodology of employing machine learning to objectively study personalities of massive individuals and shed lights on applications of probing personalities and corresponding behaviors solely through online profiles.Comment: Datasets of this study can be freely downloaded through: https://doi.org/10.6084/m9.figshare.4765150.v

Using Linguistic Features to Estimate Suicide Probability of Chinese Microblog Users

If people with high risk of suicide can be identified through social media like microblog, it is possible to implement an active intervention system to save their lives. Based on this motivation, the current study administered the Suicide Probability Scale(SPS) to 1041 weibo users at Sina Weibo, which is a leading microblog service provider in China. Two NLP (Natural Language Processing) methods, the Chinese edition of Linguistic Inquiry and Word Count (LIWC) lexicon and Latent Dirichlet Allocation (LDA), are used to extract linguistic features from the Sina Weibo data. We trained predicting models by machine learning algorithm based on these two types of features, to estimate suicide probability based on linguistic features. The experiment results indicate that LDA can find topics that relate to suicide probability, and improve the performance of prediction. Our study adds value in prediction of suicidal probability of social network users with their behaviors

The Role of Gender in Social Network Organization

The digital traces we leave behind when engaging with the modern world offer an interesting lens through which we study behavioral patterns as expression of gender. Although gender differentiation has been observed in a number of settings, the majority of studies focus on a single data stream in isolation. Here we use a dataset of high resolution data collected using mobile phones, as well as detailed questionnaires, to study gender differences in a large cohort. We consider mobility behavior and individual personality traits among a group of more than $800$ university students. We also investigate interactions among them expressed via person-to-person contacts, interactions on online social networks, and telecommunication. Thus, we are able to study the differences between male and female behavior captured through a multitude of channels for a single cohort. We find that while the two genders are similar in a number of aspects, there are robust deviations that include multiple facets of social interactions, suggesting the existence of inherent behavioral differences. Finally, we quantify how aspects of an individual's characteristics and social behavior reveals their gender by posing it as a classification problem. We ask: How well can we distinguish between male and female study participants based on behavior alone? Which behavioral features are most predictive