As our lives become increasingly digitized, our online activities and electronic records provide valuable insights into our behavior and characteristics.  Numerous studies of how digital footprints, such as social media profiles with it’s usage and mobile device logs can be used to identify personality traits are accumulating. The five-factor model of personality, the most widely accepted model, includes openness, conscientiousness, extraversion, agreeableness, and neuroticism. Research has shown that digital footprints can predict these traits with a high degree of accuracy. For example, Facebook profiles have been used to accurately predict extraversion, openness, and conscientiousness, while mobile device logs have been used to infer conscientiousness and neuroticism. These findings have significant implications for personalized products and services, such as targeted marketing. However, they also raise important concerns about privacy and data ownership. As big social data research continues to evolve, it is crucial to address these challenges and ensure that individuals have control over their data and understand how it is being used.  The ability to predict personality from digital footprints offers valuable opportunities for improved products and services, but also raises important ethical and privacy concerns. Further research is needed to explore the potential of big social data while also addressing these challenges. What  do you think?