Personality of nonprofit organizations’ Instagram accounts and its relationship with their photos’ characteristics at content and pixel levels

ABSTRACT: Nonprofit organizations (NPO) can utilize social networking sites (SNSs) for their activities. Like individual users, they can create SNS accounts, upload posts to show what they are doing, and communicate with other users. Thus, their accounts can be investigated from the same perspective of personality which has been one of the key lenses through which SNS posts of individual users was investigated. In the line of literature that analyzed the personality of non-human objects such as products, stores, brands, and websites, the present research analyzed the personality of NPOs’ Instagram accounts using an online AI service. Also, it investigated how their personality traits were related to the characteristics of the uploaded photos at content and pixel levels. The results of analysis of 22

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PROVIDER: S-EPMC9551347 | biostudies-literature | 2022 Jan

REPOSITORIES: biostudies-literature