The influence of small enterprise owner personality traits on Facebook use

ABSTRACT

This study examined the influence of personality traits of small enterprise owners relating to the duration, frequency and intensity of their use of Facebook. The research method used unstructured and semi-structured interviews to capture the perceptions and personality traits of 29 small enterprise owners in New Zealand. The study found that the Facebook tasks of revising the business profile and regularly updating information on Facebook required the personality traits of being organized and thorough, rather than being imaginative and creative. A balance was required between the characteristics of being spontaneous and at the same time being cautious. The findings contribute a new perspective to the research on the personality traits of social media users, and adds to the small enterprise literature within the context of new technology adoption by its owners.

KEYWORDS:

• Social media
• entrepreneur
• personality traits
• Facebook
• small enterprise

Disclosure statement

No potential conflict of interest was reported by the authors.

Notes on contributors

Debashish Mandal is Director at the Skomerce Foundation promoting electronic commerce for the underprivileged. He holds a PhD from the University of Waikato, a Master's in Advanced Manufacturing Systems from the Brunel University, and a Diploma in Business Administration from the Cardiff University. His research interests are in electronic commerce, connected health, social media, and computer-mediated group communication.

Robert J. McQueen is Professor of Electronic Commerce Technologies at the Waikato Management School, University of Waikato. He holds a PhD from Waikato, an MBA from the Harvard Business School, and a BApSc in Electrical Engineering from The University of Waterloo. His research interests are in electronic commerce, computer-mediated group communication, and technology support for tacit knowledge building in individuals.

Stuart Dillon is Associate Professor and Head of School of Management and Marketing at the University of Waikato Management School in Hamilton, New Zealand. Most of his research is in the area of emerging technologies for electronic commerce. Past and current relevant research includes work on e-government, consumer perceptions on e-tailing, and data curation. He has published his research in academic journals such as MIS Quarterly, International Journal of Public Sector Management, and Journal of Global Information Management. He is an active member of the European Center for Information Systems (ERCIS) of which the University of Waikato is the sole New Zealand institutional member.

Karyn Rastrick is a Digital Business Lecturer at the Waikato Management School, University of Waikato in New Zealand. She holds a PhD and BMS(hons) from Waikato. Her research interests include how digital business systems develop and evolve. Key research focuses are the area of social media, critical incidents, and digital health solutions.

ORCID

Debashish Mandal http://orcid.org/0000-0001-9990-2335

Robert J. McQueen http://orcid.org/0000-0003-1006-3411