Influential Factors in Extraversion Mediated by Reputation in Social Networks in University Students

Social networks promote a strong association between extraversion and reputation among university students, especially in those who study professional careers related to solid exposure to digital media. The study’s primary goal is to identify the exogenous variables in online reputation-mediated extraversion. The methodology used corresponds to a non-experimental investigation, and a questionnaire with three well-defined parts was applied. The first was adapted to the Big Five Inventory for factors related to personality; the second part was an adaptation of the proposal by Jeremy Francis for creative thinking skills; and the third part, an adaptation of the proposal by Mosharrof Hosen for variable reputation in social networks; the study units were 330 students in the advertising and multimedia technologies career. In the reliability analysis of the applied instrument, the results were (n = 24; α = 0.935 ω = 0.941). Validity tests were performed using exploratory and confirmatory factor analysis, and model validity and hypothesis tests were performed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that there are outstanding factors in extraversion in university students, the most outstanding exogenous variables being responsibility and openness to experience.