Impact of Personality Traits on Facebook Usage Intensity: Mediating Role of Shyness

Abstract

Facebook is the most popular source of networking. The current study aimed to explore the impact of personality traits on Facebook usage intensity. The main objective of this study was to study the impact of big five personality traits on Facebook usage intensity. Moreover, the study investigated the mediating effect of shyness between big five personality traits and Facebook usage intensity (FUI). A quantitative approach was used. An already developed questionnaire was used to measure the dimensions. The Snowball sampling technique was applied and 250 users were selected to record the response. Process Macro was used to run the mediation analysis. The findings of this study are summarized that personality traits have an impact on Facebook usage intensity. Moreover, the conclusion proved that shyness significantly mediates the relationship between Facebook usage intensity and personality traits (e.g. extraversion, neuroticism, agreeableness, and openness to experience). The study is beneficial for individuals and managers to deal with the employees regarding their individual personality traits. The study will add value to the existing body of knowledge.