Exploring the effects of personality traits on echo chamber formation under different derivative topics

Purpose Homophilic echo chambers occur frequently on social media, accelerating the spread of social cognitive biases or disinformation. From a psychological perspective, this study aims to explore the influence of social media users’ personality traits on echo chamber formation under different derivation topics. Design/methodology/approach According to 164 entries, 71,430 comments, 51,070 users and 2,874,937 posts, we divide the dataset related to “public health emergency” into 3 derivative topics. We then identify echo chambers based on structural and attribute dimensions and assign personality traits to each user using an unsupervised personality trait recognition algorithm. Finally, we calculate correlations between personality traits and echo chambers by using statistical measures such as chi-square tests. Findings In different derivation topics, the echo chamber effects are the same on emotion, homophily and structural dimensions. Also, these representative personality traits of echo chambers remain constant, i.e. the personality traits of extroversion, emotional stability, empathy for others, antisocial behavior and preference for simplicity. We find a strong correlation between the personality traits of social media users and their behavior in joining the echo chamber. Personality traits can predict 67% of users joining the echo chamber. Therefore, specific personality traits can greatly influence social media users to join echo chambers. Originality/value The results provide suggestions for public opinion regulators to manage and control the echo chamber effect caused by negative public opinion or rumors.