The impact of personality traits on SM use is most often investigated with the five-factor model 
. The Big-Five framework is a model of personality that contains five factors representing personality traits at a broad level: extraversion, neuroticism, openness to experiences, agreeableness, and conscientiousness [2,44]
. Extraversion, emotional stability, and openness to experience are positively correlated with the degree of SM use [1,45]
. Extraverts tend to use SM more as they crave social interactions 
. Moreover, extraverts usually have more relationships with others in SM and in real life. They also tend to have better self-esteem [47,48]
. SM users are dissatisfied with their lives less often, which suggests that SM could help cope with low satisfaction and self-esteem 
. In addition, personality can affect the choice of social platforms to a large extent. For example, according to Hughes and colleagues 
, extraverts and more sociable persons prefer Facebook, while introverts and less outgoing people choose Twitter. Extraversion, openness and neuroticism are robustly linked to the use of diverse social media platforms. Personality accounts for the variance in social media use significantly more compared to sex and age 
The relationship between the frequency and scope of activities in SM and motivation to certain consumer or purchasing behaviour or refraining from such behaviour. Frequent exposure to specific content, both advertising and personal relations, such as tourist photographs, reviews of products and services (positive and negative both), can motivate others to a specific activity, such as a purchase, travel, or physical activity (along the lines of: ‘my friends in social media did it’, ‘this product has many positive reviews’, ‘my friends in social media were satisfied with it’ or to the contrary: ‘my friends advised against it in social media’).
SM affects people in at least two areas: the private domain of personal benefits and the social domain open to people. Hence, activities motivated by SM can be of a private, local nature (effects limited to a specific person and their immediate surroundings) or be global (effects surpassing local range, particularly regarding socioeconomics, culture, and the environment). Consequently, publication of specific content in SM (including its amount and form) can affect more people, motivate specific activities, elicit specific responses, or shape particular attitudes. There is room for further research in this regard.
It shows that content published in SM may be motivating and inspire people to act, engender enthusiasm, stimulate, drive demand, and/or will depending on personal user traits. On the other hand, it can demotivate (with such factors as excess negative content, overwhelming success of others, helplessness, or information flood). Moreover, social platforms alone are used for specific reasons, which means that their use is motivated.
It shows that SM motivated the respondents to travel and pursue their hobbies the most. SM was found to motivate consumption (shopping), health and beauty activities, and education. The motivational (impact) strength of SM differed depending on sex and personality traits. Women were more active SM users (reacting, browsing, and posting) than men. Moreover, active SM users noted a significantly greater impact of SM on their motivation to act in all the investigated domains. SM activity as such depended much more on sex than individual personality traits. The general conclusion is that sex and personality traits significantly impact SM use, while SM is a considerable motivator in stimulating activity.