Full-scale Personality Prediction on VKontakte Social Network and its Applications

Abstract

In this work, we present our prediction results for 17 psychological scales based on online data from the Russian social network VKontakte. As part of this project, we predicted a variety of psychological traits, starting with personality traits from the OCEAN inventory and ending with Raven’s Matrices. We then introduced 2 models based on the source of digital data: the first consisting of semi-structured social profiles and the second of public page subscriptions. These models cover most public non-textual data on VKontakte. Lastly, we applied this model to real data with a view to construct psychographics for the audiences of different brands.

Keywords

• online social network data analysis
• digital psychometrics
• personality prediction
• psychographics
• computational psychology