Social Media Personalities in Asia: Demographics, Platform Preferences, and Behavior Based Analysis

Abstract

This study investigates social media personalities in Asia, shedding light on their demographics, platform preferences, and user behaviors across 16 countries. The findings reveal a significant predominance of younger users, highlighting the importance of targeting this demographic in marketing strategies. The study also underscores the pervasive influence of social media in daily life, with platforms like Facebook, Instagram, TikTok, LinkedIn, X (Twitter), WhatsApp, Telegram, and Snapchat widely adopted for various purposes in Asia. The study shows that different personality types (Approval Seeker, Changeling, Denier, Lurker, Peacock, Quizzer, Ranter, Ultra, Virgin, Social Butterfly, and Informer) exhibit distinct preferences for social media platforms, indicating the need for tailored marketing strategies. Furthermore, the correlation between countries of origin and social media personalities underscores cultural nuances and regional trends in usage. Understanding these dynamics is crucial for effectively engaging diverse audiences across the region. The study suggests practical implications for marketers to customize their strategies based on dominant personality types and platform preferences in each market, empowering them to make informed decisions. Overall, this study provides valuable insights into social media behavior in Asia, equipping marketers, policymakers, and researchers with the understanding and tools to navigate the evolving landscape of social media engagement. The dominance of the Lurker personality type in Asia emphasizes that ‘silent majorities’ also exist in the digital sphere as they exist in the real world. Future research could explore the motivations driving social media usage and personality traits among Asian users considering cultural influences. Despite valuable insights gained, limitations such as response bias should be considered.