Identity Tensions: Role and MBTI-Driven Motivational Conflicts in Social Media Engagement
(A2026-133607)

AUTHORS

Kateryna Kalynets, University Carlos 3 in Madrid (UC3M)/Lviv Politechnic University (Ukraine); Vladimir Melnyk, Escp Business School

ABSTRACT

This study elucidates the intricate relationship between personality traits as defined by the Myers-Briggs Type Indicator (MBTI) and the development of digital identity through a systematic analysis of motivational conflicts in social media engagement. Utilizing the Conflict Coherence Index (CCI), based on the cognitive-affective system theory of personality, we assessed the tension between the reasons for self-expression and the requirements for social recompense among social media users. Following a stringent two-phase methodology (N=702), we discerned three primary engagement roles: amplifiers (extroverted content creators pursuing visibility), observers (introverted passive consumers yearning for social connection), and seekers (equilibrated users navigating dual motivational demands). The results revealed that MBTI dimensions of extraversion/introversion and sensing/intuition account for nearly 40% in social media motivational. These findings provide managers with a personality-based audience segmentation basis. Our research showing the association between personality and social media motivation.