Predicting Users' Personality based on Their 'liked' Images on Instagram

With the development in technology and the increasing ubiquity of social media services, it has created new opportunities to study personality from the digital traces individuals leave behind. The large number of user-generated images on social media has prompted renewed interests in understanding the psychological factors driving production and consumption behaviours of visual content. Instagram is currently the fastest growing photo-sharing social media platform, with more than 400 million active users and nearly 100 million photos shared on the platform daily [1], and generates 1.2 billion likes each day [2]. The understanding of the appeal of visual content at an individual level is highly relevant to psychometric assessment, social media marketing and interface personalisation. In this position paper, we address the need to explore the avenue of automatic personality assessment using ‘liked’ images on Instagram.