Organizational accounts of social networking sites (SNSs) are similar to individual accounts in terms of their online behaviors. Thus, they can be investigated from the perspective of personality, as individual accounts have been in the literature. Focusing on startups’ Instagram accounts, this study aimed to investigate the characteristics of Big Five personality traits and the relationships between the traits and the characteristics of photos in organizational SNS accounts. The personality traits of 108 startups’ accounts were assessed with an online artificial intelligence service, and a correspondence analysis was performed to identify the key dimensions where the account were distributed by their personality. Photo features were extracted at the content and pixel levels, and correlational analyses between personality traits and photo features were conducted. Moreover, predictive analyses were performed using random forest regression models. The results indicated that personality of the accounts had high openness, agreeableness, and conscientiousness and moderate extraversion and neuroticism. In addition, the two dimensions of high vs. low in neuroticism and extraversion/openness vs. conscientiousness/agreeableness in the accounts’ distribution by their personality traits were identified. Conscientiousness was the trait most associated with photo features—in particular, with content category, pixel-color, and visual features, while agreeableness was the trait least associated with photo features. Neuroticism was mainly correlated with pixel-level features, openness was correlated mainly with pixel-color features, and extraversion was correlated mainly with facial features. The personality traits, except neuroticism, were predicted from the photo features. This study applied the theoretical lens of personality, which has been mainly used to examine individuals’ behaviors, to investigate the SNS communication of startups. Moreover, it focused on the visual communication of organizational accounts, which has not been actively studied in the literature. This study has implications for expanding the realm of personality research to organizational SNS accounts.

中文翻译：

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组织社交媒体帐户的个性及其与其照片特征的关系：对初创公司 Instagram 照片的分析

社交网站（SNS）的组织帐户的在线行为与个人帐户类似。因此，它们可以从人格的角度进行研究，就像文献中的个人叙述一样。本研究以初创公司的 Instagram 帐户为对象，旨在调查大五人格特征的特征以及这些特征与组织 SNS 帐户中照片特征之间的关系。通过在线人工智能服务对108家初创公司账户的性格特征进行评估，并进行对应分析，以确定账户性格分布的关键维度。在内容和像素层面提取照片特征，并进行人格特征与照片特征之间的相关性分析。此外，使用随机森林回归模型进行预测分析。结果表明，账号的性格具有较高的开放性、亲和性和责任心，以及中度的外向性和神经质性。此外，还确定了账户按人格特征分布的神经质高与低以及外向/开放与责任心/宜人性两个维度。责任心是与照片特征最相关的特征，特别是与内容类别、像素颜色和视觉特征相关的特征，而宜人性是与照片特征最不相关的特征。神经质主要与像素级特征相关，开放性主要与像素颜色特征相关，外向性主要与面部特征相关。除神经质外，人格特征是根据照片特征预测的。本研究运用主要用于考察个人行为的人格理论视角来研究初创企业的 SNS 传播。此外，它侧重于组织帐户的视觉传达，而文献中尚未对此进行积极研究。这项研究对于将人格研究领域扩展到组织 SNS 帐户具有重要意义。