The Virtual Persona Triad
Ana Carolina E. S. Lima, Leandro Nunes de Castro · Advances in human and social aspects of technology book series · 2022
Each person projects behavioral patterns through actions. Even in a virtual environment we express our way of seeing, feeling, and reacting to the world. The analysis of the data generated allows the identification of pattern behaviors associated with users. Therefore, it is possible to obtain a better understanding of the user, the image he/she decided to express, and how he/she behaves in social media, which we name here the virtual persona. Machine learning techniques make it possible to develop a framework that allows to infer psychological and behavioral aspects of the virtual persona. The goal of this chapter is to introduce the virtual persona concept as a mechanism to understand social media users. Emphasis is given to the self-presentation of virtual persona, the perception of physical persona over virtual persona, and the description of three computational frameworks to study virtual persona, what we call here the virtual persona triad.