Extroversion and the creation and consumption of user generated content

This research examines the influence of three individual difference variables (extroversion, social expressiveness, and involvement) on two types of social media behavior (active and passive use) for different types of user generated content Web sites. Study one (n = 1,308) considers a socially oriented UGC content Web site and shows that extroversion predicts social expressiveness, which leads to active use. Study Two (n = 347) looks at topic-oriented Web sites for three brands that successfully champion social media and shows that extroversion is not an antecedent of involvement that leads to active and passive use.