Original Research

The big five personality traits influencing habitual Facebook usage, life satisfaction and psychological well-being of Generation Y students

Eugine T. Maziriri
The Journal for Transdisciplinary Research in Southern Africa | Vol 16, No 1 | a751 | DOI: https://doi.org/10.4102/td.v16i1.751 | © 2020 Eugine T. Maziriri | This work is licensed under CC Attribution 4.0
Submitted: 19 August 2019 | Published: 28 July 2020

About the author(s)

Eugine T. Maziriri, Department of Business Management, Faculty of Economic and Management Sciences, University of the Free State, Bloemfontein, South Africa


This research determined five big personality traits that influenced South African Generation Y students’ habitual use of Facebook, life satisfaction and psychological well-being. The research embraced a quantitative approach, and a structured questionnaire was used to obtain information from Generation Y students. The data were analysed using Smart PLS software version 3.2.7 for partial least square structural equation modelling (PLS-SEM). Neuroticism, extraversion, openness and agreeableness had positive and significant influences on habitual Facebook usage (HFU). However, conscientiousness seemed to have a positive yet insignificant relationship with HFU. Habitual use of Facebook has been found to have a positive and significant impact on life satisfaction and psychological well-being. It was also determined that life satisfaction positively and significantly influences psychological well-being. The exogenous-to-endogenous outcomes from the structural model coincided with most of prior study’s findings. Therefore, in the light of the associated literature, the findings were discussed. This study is intended to add a fresh understanding to the current body of Africa’s personality, psychology and social media literature – a context that has received little research attention in developing nations.


neuroticism; extraversion; openness; agreeableness; conscientiousness; habitual Facebook usage; life satisfaction; psychological well-being.


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