“likes”.
The second major contribution of this work relates to the level
of aggregation at which predictions are being made. Most
previous work focused on correlating Facebook profile features
with personality traits averaged over large groups, but
were inaccurate on the individual level. Similar to [11], we
use our large sample to show that by combining signals from
different Facebook features it is possible to reliably predict
personality of individuals. Due to the difficulty and cost of
testing large samples using a laboratory approach, we used
viral marketing to collect personality data using an application
within the Facebook environment