Extraversion type of personality and Facebook: A literature review

Abstract

This study aims to understand the relationship between Facebook users’ personalities and their usage pat- terns, with a focus on extraversion traits. Despite the growing body of research on this topic, there remains a scarcity of comprehensive literature reviews This research attempts to synthesize literature through a review where 45 studies linked extraversion personality traits to Facebook. Researchers discussed Extra- version and Facebook using various studies between 2015 and 2021 identified with the ELSIEVER engine. The findings of this study spotlight extraversion personality in a marketing and business context, offer- ing insights into potential applications and implications. A conceptual model is proposed to elucidate the role of extraversion in various functional areas of business, including marketing, sales enhancement, pro- motion, and customer engagement. Moreover, this study offers theoretical and practical implications for practitioners and researchers alike, while also providing suggestions for future research and noticed gaps.