Predicting user behavior in electronic markets based on personality-mining in large online social networks

Determining a user's preferences is an important condition for effectively operating automatic recommendation systems. Since personality theory claims that a user's personality substantially influences preference, I propose a personality-based product recommender (PBPR) framework to analyze social media data in order to predict a user's personality and to subsequently derive its personality-based product preferences. The PBRS framework will be evaluated as an IT-artefact with a unique online social network XING dataset and a unique coffeemaker preference dataset. My evaluation results show (a) the possibility of predicting a user's personality from social media data, as I reached a predictive gain between 23.2 and 41.8 percent and (b) the possibility of recommending products based on a user's personality, as I reached a predictive gain of 45.1 percent.