2021
By Brahim Zarouali and Tom Dobber
This project adopts psychological profiling by predicting consumers’ personality based on their text from Twitter. This is done with a machine learning (ML) algorithm. In addition, the project investigates the validity of this personality classifier. This is achieved by comparing the algorithmic scores to self-reported personality scores. Taking the self-report as a golden standard, we are able to draw conclusions regarding the accuracy and validity of the algorithm in predicting people’s personality based on social media data. As such, it can prove to be a valid substitute for personality assessment.