Skillsy Assessment Testing and Validation

The following studies are part of the validation process for the innovative tool designed to assess the personality profile of employees, specifically developed for its use in the corporate sector.

The use of the Skillsy Assessment of Personality Behavioral Traits in mass assessment.

(Published in the peer-reviewed scientific journal SCI-ARTICLE, December 2023. Reviewed by T.U. Ashrapov, Senior Researcher Ph.D.)

Scientific novelty

The distinctive feature of our approach is the focus on why users make specific decisions and what values underlie their interactions in social networks. Our study attempts not only to describe user behavior but also to identify the preconditions for such behavior, such as value orientations, needs, and motivation. Another distinctive feature is overcoming data collection limitations, such as users' tendency to give socially desirable responses and the complexity of processing answers. Our work aims to create a tool that not only provides meaningful information about user values but also does so in a convenient automated format.

Another difference in our study is its practical orientation. Our goal was not only to identify value orientations but also to create targeted content strategies based on them, which, in our view, gives it practical significance in the field of studying user interactions in the context of marketing and communications.

In the review by S. Gensler et al. (2013), existing studies on the impact of social networks on brand management are discussed, covering the period from 2006 to 2013. The key conclusion of

the authors is the thesis that user behavior is a major factor in shaping brand stories through dynamic information exchange in social networks [2].

F. Benevenuto's (2009) study focuses on analyzing interaction patterns of users in social networks and their dependence on demographic and behavioral aspects [3].

In L. Saulite's (2022) research, the role of behavioral characteristics of different audience segments in consuming media content is examined. The author concludes that personalized interaction with the audience and shaping their content experience are crucial for building sustainable media brands [4].

S. P. Eslami et al.'s (2022) work examines user engagement on social networks in the context of studying activity and interaction metrics, such as the number of likes and reposts of posts in social networks [5].

All the mentioned works provide a deep understanding of user behavioral characteristics, which may manifest in specific forms of activity, such as the nature of posted messages, frequency of interaction with content, number of likes, reposts, comments, etc. However, these approaches do not involve identifying the reasons underlying specific behavioral patterns.

Thus, the relevance of considering values when creating content and interacting with the target audience is a promising task that can help companies become more successful in communication and their activities.

Participants:

After the initial selection stage, 2,873 followers were engaged in the study. To ensure the reliability and representativeness of the obtained data, strict inclusion criteria were introduced:

1. Participants' age should be between 25 and 45 years.

2. Confirmed activity on social networks (assessed by the presence of a completed profile and posts not older than one month).

After the screening stage, 1,376 participants were allowed to participate in the study, of which 1,292 successfully completed the full testing.

Materials and methods:

In the first stage of the study, the value profile of participants was assessed using the Skillsy test questionnaire.

Data collection and analysis were performed using specialized software developed for processing test results based on a proprietary algorithm.

The test's completion and result evaluation were implemented through a chatbot on the Telegram messenger.

The chatbot was developed in the Kotlin programming language using the kotlin-telegram-bot library. Built-in Telegram UI elements were used for user interaction—messages for user information, messages with a keyboard for test completion and answer selection.

The chatbot was deployed and launched on a cloud service, making it publicly available.

The next stage of the study involved developing value-oriented content based on the obtained data.

Three main subpopulations were identified, differing in their value characteristics.

1. For the first group, the predominant values were "Faith" and "Commitment to their social group."

2. The second group predominantly had values of "Rationalism," "Responsibility," and "Sense of duty."

3. The third group predominantly had values of "Personal development" and "Productivity."

For each group, a corresponding type of value-oriented content was developed. Special attention was given to forming key messages for interacting with the audience, selecting themes and content for informational posts, as well as creating visual content, including images and photos.

Visual and textual content was implemented into the blogger's content marketing strategy and showcased to users over four weeks as part of the blogger's daily activities.

Throughout this period, loyalty, activity, and engagement of the audience were assessed daily.

Results:

In comparison with the period before using value-oriented content, where the average number of reposts ranged from 10 to 30, after the introduction of the new approach, this number increased to 60-70. This indicates an increase of 133%.

Additionally, there was an increase in the number of subscribers from 67,000 to 74,900, representing a growth of 12%.

Based on the conducted analysis, it can be inferred that applying a value-oriented approach to content creation on social media can significantly enhance the activity and engagement of the target audience. This underscores the importance of a detailed study of the audience's value preferences and their use in shaping content strategy.

Conclusion:

The study confirmed the hypothesis that considering the audience's value preferences when shaping content can significantly increase audience activity and engagement on social media. The obtained results emphasize the importance of applying a value-oriented approach in developing content marketing strategy and managing interaction on social networks. This underscores the role and significance of research in this field, aimed at studying and incorporating audience value preferences.

Learn more about the technologies and methods we use at Skillsy

Method description and scientific rationale.pdf

Download PDF • 1.48MB

References

1. Kiriek, D. The Impact of Value-Oriented Content on Audience Engagement in Social Media. Periodical Scientific Journal SCI-ARTICLE, 124 - 2023.

2. Benevenuto, F., Rodrigues, T., Cha, M. & Almeida, V. A. F. (2009). Characterizing user behavior in online social networks. /. F. Benevenuto, T. Rodrigues, M. Cha, & V. A. F. // Internet Measurement Conference — 2009, P. 49-62.

3. Gensler, S., Völckner, F., Liu-Thompkins, Y., & Wiertz, C. Managing Brands in the Social Media Environment. / S. Gensler, F. Völckner, Y. Liu-Thompkins, C. Wiertz // Journal of Interactive Marketing — 2013, 27(4), P. 242-256.

4. Eslami S. P. , Ghasemaghaei M., Hassanein Kh. , Understanding consumer engagement in social media: The role of product lifecycle. / S. P. Eslami, M. Ghasemaghaei, Kh. Hassanein // Decision Support Systems — 2022, 162, 113707.

5. Saulite, L. (2022). The Role of Audience Segments on Media Consumption. / L. Saulite // ScientificConference on Economics and Entrepreneurship Proceedings. SCEE'2021 Proceedings — 2022. P. 100-112.