Beyond Likes- How Personality Predicts Saving Behavior on Instagram

Beyond Likes- How Personality Predicts Saving Behavior on Instagram | Research Square window.SnipcartSettings = { analytics: { enabled: false } }; (function() { var accessVector = localStorage.getItem('access_vector') || ''; window.dataLayer = window.dataLayer || []; if (accessVector) { window.dataLayer.push({ user: { profile: { profileInfo: { snid: accessVector } } } }); } })(); (function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src='https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);})(window,document,'script','dataLayer','GTM-K279D39R'); Browse Preprints In Review Journals COVID-19 Preprints AJE Video Bytes Research Tools Research Promotion AJE Professional Editing AJE Rubriq About Preprint Platform In Review Editorial Policies Our Team Advisory Board Help Center Sign In Submit a Preprint Cite Share Download PDF Research Article Beyond Likes- How Personality Predicts Saving Behavior on Instagram Oluwatoyosi Ogunsola, Joshua Fisher This is a preprint; it has not been peer reviewed by a journal. https://doi.org/ 10.21203/rs.3.rs-7666182/v1 This work is licensed under a CC BY 4.0 License Status: Posted Version 1 posted You are reading this latest preprint version Abstract The study aims to uncover predictive relationships between the Five-Factor Model personality traits, the use of collections on Instagram, and how they are impacted by consumption values to better understand audiences and their saving interactions. A survey was developed in which 52 Instagram users took a personality test that evaluated their use of collections on Instagram, using their associated consumption values to assess saving motivations. The findings reveal that personality traits, particularly low extraversion, low openness to experience, high conscientiousness, and high agreeableness, significantly influence saving behaviors. Additionally, perceived functional, utilitarian, and convenience values emerged as strong predictors of collection usage, while hedonic value showed a negative association with collecting. These results highlight the interplay between individual psychological differences and users' perceived utility of organizational features on Instagram and social media. The study's implications extend to platform developers and marketers, suggesting opportunities for designing features tailored collection mechanics to different personality types and motivations. Information Retrieval and Management Technical Communication Media Studies Human-centered computing Interaction design Empirical studies in interaction design personality traits in design Five Factor Model Instagram consumption values digital archiving Full Text Additional Declarations The authors declare no competing interests. Ethics StatementThis research was conducted in accordance with ethical standards for human subjects research. The study protocol was reviewed and approved by the Ball State University Institutional Review Board (IRB) under exempt review procedures.IRB Approval Details: Project Title: Beyond Likes: How Personality Traits Predict Saving Behavior on Instagram IRB Project Number: 2237514-1 Review Type: Exempt Review IRB Action: EXEMPT Date Submitted: September 20, 2024 Effective Date: October 15, 2024The research was determined to be exempt from full IRB review under applicable federal regulations governing human subjects research. All data collection and analysis procedures adhered to the approved protocol and ethical guidelines for research involving human participants. Cite Share Download PDF Status: Posted Version 1 posted You are reading this latest preprint version Research Square lets you share your work early, gain feedback from the community, and start making changes to your manuscript prior to peer review in a journal. As a division of Research Square Company, we’re committed to making research communication faster, fairer, and more useful. We do this by developing innovative software and high quality services for the global research community. Our growing team is made up of researchers and industry professionals working together to solve the most critical problems facing scientific publishing. Also discoverable on Platform About Our Team In Review Editorial Policies Advisory Board Help Center Resources Author Services Accessibility API Access RSS feed Manage Cookie Preferences © Research Square 2026 | ISSN 2693-5015 (online) Privacy Policy Terms of Service Do Not Sell My Personal Information {"props":{"pageProps":{"initialData":{"identity":"rs-7666182","acceptedTermsAndConditions":true,"allowDirectSubmit":true,"archivedVersions":[],"articleType":"Research Article","associatedPublications":[],"authors":[{"id":518157515,"identity":"2af9ad38-2afa-4793-a4f3-ea0aa4b36d49","order_by":0,"name":"Oluwatoyosi Ogunsola","email":"data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAZAAAAAyAQMAAABI0h/eAAAABlBMVEX///8AAABVwtN+AAAACXBIWXMAAA7EAAAOxAGVKw4bAAAA4UlEQVRIiWNgGAWjYNACAwYGCQbmA0CWhAxBxTwQLQZALWwJIC08RGphAGnhMUASwAPs2XsMH/4o+CMn2d7z+dWNGgseBvbDRzfgtYXnjLExj4GBsTTP2W3WOceADuNJS7uBV4tEjpk00C+J8yRytxnnsAG1SPCYEdQi+QOkRf7NM+Ocf0RqkQA6LHG2BA/z49w2YrScOVYM9IuxsWRPmhlzbp8EDxshv7C3N298+OOPnJzE8cOPP+d8q5PjZz98DK8WBgYOAxiLTQJM4lcOtucBjMX8gbDqUTAKRsEoGIkAAIXmPiJVCs48AAAAAElFTkSuQmCC","orcid":"https://orcid.org/0009-0005-2224-7463","institution":"Ball State University","correspondingAuthor":true,"prefix":"","firstName":"Oluwatoyosi","middleName":"","lastName":"Ogunsola","suffix":""},{"id":518157516,"identity":"9bda3113-af9e-482e-b9cd-e7b72f850f1b","order_by":1,"name":"Joshua Fisher","email":"","orcid":"https://orcid.org/0000-0001-5628-5138","institution":"Ball State University","correspondingAuthor":false,"prefix":"","firstName":"Joshua","middleName":"","lastName":"Fisher","suffix":""}],"badges":[],"createdAt":"2025-09-21 02:40:53","currentVersionCode":1,"declarations":{"humanSubjects":true,"vertebrateSubjects":false,"conflictsOfInterestStatement":false,"humanSubjectEthicalGuidelines":true,"humanSubjectConsent":true,"humanSubjectClinicalTrial":false,"humanSubjectCaseReport":false,"vertebrateSubjectEthicalGuidelines":false},"doi":"10.21203/rs.3.rs-7666182/v1","doiUrl":"https://doi.org/10.21203/rs.3.rs-7666182/v1","draftVersion":[],"editorialEvents":[],"editorialNote":"","failedWorkflow":false,"files":[{"id":92186069,"identity":"08057991-5e97-4f08-bd03-e577e3e8f35d","added_by":"auto","created_at":"2025-09-25 14:19:05","extension":"docx","order_by":0,"title":"","display":"","copyAsset":false,"role":"acdc-reference","size":69404,"visible":true,"origin":"","legend":"","description":"","filename":"BeyondLikesHowPersonalityPredictsSavingBehavioronInstagram..docx","url":"https://assets-eu.researchsquare.com/files/rs-7666182/v1/8197fcf20db291c9dd950378.docx"},{"id":92186068,"identity":"2c6053f3-8126-4514-be61-924618c13f9b","added_by":"auto","created_at":"2025-09-25 14:19:05","extension":"json","order_by":1,"title":"","display":"","copyAsset":false,"role":"acdc-reference","size":342,"visible":true,"origin":"","legend":"","description":"","filename":"rs7666182.json","url":"https://assets-eu.researchsquare.com/files/rs-7666182/v1/6b542e82767e040591ffbbcf.json"},{"id":92186071,"identity":"9e8fba68-9de8-48f4-be5d-e630672dbce8","added_by":"auto","created_at":"2025-09-25 14:19:05","extension":"xml","order_by":2,"title":"","display":"","copyAsset":false,"role":"acdc-reference","size":220220,"visible":true,"origin":"","legend":"","description":"","filename":"rs76661820enriched.xml","url":"https://assets-eu.researchsquare.com/files/rs-7666182/v1/3c708c67445b1e9a247b0c41.xml"},{"id":92186072,"identity":"0084f990-5afa-4b7d-9f4f-80f2c004db75","added_by":"auto","created_at":"2025-09-25 14:19:05","extension":"xml","order_by":3,"title":"","display":"","copyAsset":false,"role":"acdc-reference","size":218341,"visible":true,"origin":"","legend":"","description":"","filename":"rs76661820structuring.xml","url":"https://assets-eu.researchsquare.com/files/rs-7666182/v1/d25c2ff9f5a75c7c5bdfcb61.xml"},{"id":92186070,"identity":"0f19ce05-6de5-46cc-ab53-8551ed7e2a64","added_by":"auto","created_at":"2025-09-25 14:19:05","extension":"html","order_by":4,"title":"","display":"","copyAsset":false,"role":"acdc-reference","size":234697,"visible":true,"origin":"","legend":"","description":"","filename":"earlyproof.html","url":"https://assets-eu.researchsquare.com/files/rs-7666182/v1/d96c56137d6026d53fb14f2b.html"},{"id":92187269,"identity":"0f5a383c-c651-4eaf-b285-df0872b0504b","added_by":"auto","created_at":"2025-09-25 14:27:06","extension":"pdf","order_by":1,"title":"","display":"","copyAsset":false,"role":"manuscript-pdf","size":549417,"visible":true,"origin":"","legend":"","description":"","filename":"BeyondLikesHowPersonalityPredictsSavingBehavioronInstagram..pdf","url":"https://assets-eu.researchsquare.com/files/rs-7666182/v1_covered_f3525858-0725-42ba-8aa1-9308b274f0d0.pdf"}],"financialInterests":"\u003cp\u003eThe authors declare no competing interests.\u003c/p\u003e\n\u003cp\u003eEthics StatementThis research was conducted in accordance with ethical standards for human subjects research. The study protocol was reviewed and approved by the Ball State University Institutional Review Board (IRB) under exempt review procedures.IRB Approval Details: Project Title: Beyond Likes: How Personality Traits Predict Saving Behavior on Instagram IRB Project Number: 2237514-1 Review Type: Exempt Review IRB Action: EXEMPT Date Submitted: September 20, 2024 Effective Date: October 15, 2024The research was determined to be exempt from full IRB review under applicable federal regulations governing human subjects research. All data collection and analysis procedures adhered to the approved protocol and ethical guidelines for research involving human participants.\u003c/p\u003e","formattedTitle":"\u003cp\u003eBeyond Likes- How Personality Predicts Saving Behavior on Instagram\u003c/p\u003e","fulltext":[],"fulltextSource":"","fullText":"","funders":[],"hasAdminPriorityOnWorkflow":false,"hasManuscriptDocX":false,"hasOptedInToPreprint":true,"hasPassedJournalQc":"","hasAnyPriority":true,"hideJournal":true,"highlight":"","institution":"Ball State University","isAcceptedByJournal":false,"isAuthorSuppliedPdf":true,"isDeskRejected":"","isHiddenFromSearch":false,"isInQc":false,"isInWorkflow":false,"isPdf":true,"isPdfUpToDate":true,"isWithdrawnOrRetracted":false,"journal":{"display":true,"email":"[email protected]","identity":"researchsquare","isNatureJournal":false,"hasQc":true,"allowDirectSubmit":true,"externalIdentity":"","sideBox":"","snPcode":"","submissionUrl":"/submission","title":"Research Square","twitterHandle":"researchsquare","acdcEnabled":true,"dfaEnabled":false,"editorialSystem":"","reportingPortfolio":"","inReviewEnabled":false,"inReviewRevisionsEnabled":true},"keywords":"Human-centered computing, Interaction design, Empirical studies in interaction design, personality traits in design, Five Factor Model, Instagram, consumption values, digital archiving","lastPublishedDoi":"10.21203/rs.3.rs-7666182/v1","lastPublishedDoiUrl":"https://doi.org/10.21203/rs.3.rs-7666182/v1","license":{"name":"CC BY 4.0","url":"https://creativecommons.org/licenses/by/4.0/"},"manuscriptAbstract":"\u003cp\u003eThe study aims to uncover predictive relationships between the Five-Factor Model personality traits, the use of collections on Instagram, and how they are impacted by consumption values to better understand audiences and their saving interactions. A survey was developed in which 52 Instagram users took a personality test that evaluated their use of collections on Instagram, using their associated consumption\u003c/p\u003e\n\u003cp\u003evalues to assess saving motivations. The findings reveal that personality traits, particularly low extraversion, low openness to experience, high conscientiousness, and high agreeableness, significantly influence saving behaviors. Additionally, perceived functional, utilitarian, and convenience values emerged as strong predictors of collection usage, while hedonic value showed a negative association with\u003c/p\u003e\n\u003cp\u003ecollecting. These results highlight the interplay between individual psychological differences and users' perceived utility of organizational features on Instagram and social media. The study's implications extend to platform developers and marketers, suggesting opportunities for designing features tailored collection mechanics to different personality types and motivations.\u003c/p\u003e","manuscriptTitle":"Beyond Likes- How Personality Predicts Saving Behavior on Instagram","msid":"","msnumber":"","nonDraftVersions":[{"code":1,"date":"2025-09-25 14:19:00","doi":"10.21203/rs.3.rs-7666182/v1","editorialEvents":[{"type":"communityComments","content":0}],"status":"published","journal":{"display":true,"email":"[email protected]","identity":"researchsquare","isNatureJournal":false,"hasQc":true,"allowDirectSubmit":true,"externalIdentity":"","sideBox":"","snPcode":"","submissionUrl":"/submission","title":"Research Square","twitterHandle":"researchsquare","acdcEnabled":true,"dfaEnabled":false,"editorialSystem":"","reportingPortfolio":"","inReviewEnabled":false,"inReviewRevisionsEnabled":true}}],"origin":"","ownerIdentity":"e9a1ecfa-3e37-4271-b475-8415faf7e637","owner":[],"postedDate":"September 25th, 2025","published":true,"recentEditorialEvents":[],"rejectedJournal":[],"revision":"","amendment":"","status":"posted","subjectAreas":[{"id":55341952,"name":"Information Retrieval and Management"},{"id":55341953,"name":"Technical Communication"},{"id":55341954,"name":"Media Studies"}],"tags":[],"updatedAt":"2025-09-25T14:19:00+00:00","versionOfRecord":[],"versionCreatedAt":"2025-09-25 14:19:00","video":"","vorDoi":"","vorDoiUrl":"","workflowStages":[]},"version":"v1","identity":"rs-7666182","journalConfig":"researchsquare"},"__N_SSP":true},"page":"/article/[identity]/[[...version]]","query":{"redirect":"/article/rs-7666182","identity":"rs-7666182","version":["v1"]},"buildId":"8U1c8b4HqxoKbykW_rLl7","isFallback":false,"isExperimentalCompile":false,"dynamicIds":[84888],"gssp":true,"scriptLoader":[]}