Investigating the Relationship between the Big Five Personality Traits model and Selfie Posting behavior with the moderating role of Culture and Marital status among University Students

Abstract

Purpose - the major aim of the study is to find the impact of student personality traits on selfie posting on social media with the moderating role of culture and Marital Status.

 Study Design/methodology/approach - For this purpose, data were collected through questionnaires from two different higher education institutions from Bannu and Islamabad. The obtained response was analyzed through SPSS and moderation results were validated through Preacher and Hayes statistical procedure.

 Findings - The result shows variation in predicting students’ personalities based on selfie posting among the National University of Modern languages and the University of Science and Technology Bannu. Findings for the moderation effect also vary among both HEIs due to cultural differences, especially for female students.

 Originality/Value - The current study for the first time investigates the difference in psychological behavior (Personality Traits) of two different universities in Pakistan’s work context. Similarly, the buffering role of culture and marital status is also investigated for the first time.

Research Limitations/Implications - The current study has several limitations as the response was validated through correlation and regression for the sample from two different universities. However further studies may apply t-tests to compare the mean differences in gender and marital status. Future studies may also investigate other demographic variables i.e income level of the parents, student’s subject specialization, and social class differences to understand the dynamic relationship between student’s personalities and selfie-posting attitudes.