The adoption of social analytics heralds the arrival of a new paradigm in political campaign practice, driven by both behavioural science and social networks. Yet these domains have historically been in tension with opposite perspectives on political behaviour. The increasing focus on online social networks offers an opportunity to synthesise complementary research traditions on political behaviour to better understand the relationship between individual personality and information behaviour. We propose a model based on core dispositional personality traits, political participation as information consumption and information diffusion theory to explain online information behaviour during election events. Information diffusion requires users to perform several actions in combination - engage, rate content, comment, share and interpret information received. The research model enables us to observe in experimental settings how personality type guides interaction with and diffusion of political information across online social networks. The learned behaviours and direct responses of participants may help political campaigns in the design of future behavioural targeting strategies that activate social network effects to achieve campaign goals.
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