The Influence of Background Music on People’s Judgment of others on Social Media

This study explored whether background music on Social Networking Service (SNS) can influence people’s judgments about others’ personalities. We used the most popular SNS app in Korea and manipulated the background music. Forty-four participants were recruited and randomly assigned one of two conditions: music from either classical or rock genres. After exploring the profile, the participants answered a questionnaire asking them to assess the profile’s owners’ personality. It was found that both male and female participants viewed the profile owner’s personality differently depending on the background music. The implication of personality judgment in an SNS context was discussed.