Artificial Intelligence Model for the Identification of the Personality of Twitter Users through the Analysis of Their Behavior in the Social Network

Abstract

Currently, social networks have become one of the most used channels by society to share their ideas, their status, generate trends, etc. By applying artificial intelligence techniques and sentiment analysis to the large volume of data found in social networks, it is possible to predict the personality of people. In this work, the development of a data analysis model with machine learning algorithms with the ability to predict the personality of a user based on their activity on Twitter is proposed. To do this, a data collection and transformation process is carried out to be analyzed with sentiment analysis techniques and the linguistic analysis of tweets. Very successful results were obtained by developing a training process for the machine learning algorithm. By generating comparisons of this model, with the related literature, it is shown that social networks today house a large volume of data that contains significant value if your approach is appropriate. Through the analysis of tweets, retweets, and other factors, there is the possibility of creating a virtual profile on the Internet for each person; the uses can vary, from creating marketing campaigns to optimizing recruitment processes.

Artificial Intelligence in Digital Marketing: Insights from a Comprehensive Review

“…Villegas-Ch et al explored the vast data reservoirs within social media platforms to deduce users' personalities [18]. Through a comprehensive application of artificial intelligence and sentiment analysis on Twitter data, they formulated a machine learning model capable of predicting a user's personality based on their activity.…”