Recognizing Personality from Social Media Linguistic Cues: A Case Study of Brand Ambassador Personality

The burgeoning need of a brand ambassador (BA) as a company representative begin to rise in recent year. The phenomena followed by the increase of method to select the most suitable BA. The universal way of selecting one appropriate ambassador is by understanding their personality, therefore, measurement of a BA personality considered as one way to characterize a company credibility. This research proposes to design a method of measuring the BA personality from their social media data in Bahasa Indonesia. We enrich the methodology to measure human personality using the ontology modeling approach. The ontology model constructed under the ngram language model which provides a rapid and effective way of measuring a BA personality. The results of a BA personality measurement allow the utilization to portray of how an ambassador represent their brand and interact with their customer.