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Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence
Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence
Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence
Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence
Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence
Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence
Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence
Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence
Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence
Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence
Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence
Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence
Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence
Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence
Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence
Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence
Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence
Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence
Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence
Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence
Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence
Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence
Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence
Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence
Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence
Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence
Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence
Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence
Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence
Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence
Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence
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Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence

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Contemporary socio-technical environments hold a great potential to drive a positive influence on the behaviors and attitudes of individuals. Drawing upon social cognitive theory (SCT) and the theory …

Contemporary socio-technical environments hold a great potential to drive a positive influence on the behaviors and attitudes of individuals. Drawing upon social cognitive theory (SCT) and the theory of planned behavior (TPB), this paper explores how and to what extent persuasive social influence features (namely, social learning (SL), social comparison (SC), and normative influence (NI)) alter customer behavior toward engagement in feedback sharing. A theory-driven research model was composed and then analyzed using partial least squares structural equation modeling (PLS-SEM). Based on a pilot experimental study involving 69 Twitter users, the authors indicate that behavioral intention (BI) to engage in feedback sharing is partially explained by the perceived persuasiveness (PP) of a system, which is partly explained by means of NI, which in turn is partly explained by means of SC. On top of that, SL plays an important role in explaining and influencing all of the abovementioned constructs.

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  • 1. Social Influence on Customer Engagement A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence Agnis Stibe Harri Oinas-Kukkonen Tuomas Lehto
  • 2. Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence” Why did it? Who are? What did? How WE did it? What found? What concluded?HICSS-46 ConferenceMaui, Hawaii, January 9, 2013 .oulu.fi
  • 3. Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence” PROJECT Social Media Integrated in Physical Space (Airports)HICSS-46 ConferenceMaui, Hawaii, January 9, 2013 .oulu.fi
  • 4. ?Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence” How social media can be used to increase traveler’s participation in Change feedback sharing Behavior while in airportsHICSS-46 ConferenceMaui, Hawaii, January 9, 2013 .oulu.fi
  • 5. Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence” Why did it? Who are? What did? How WE did it? What found? What concluded?HICSS-46 ConferenceMaui, Hawaii, January 9, 2013 .oulu.fi
  • 6. Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence” We are groupHICSS-46 ConferenceMaui, Hawaii, January 9, 2013 .oulu.fi
  • 7. Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence” Oulu Advanced Research on Software and Information Systems ms tion ys te Int erac lS p uter i ca om hn n-C echnology -T ec Hum a Persuasive T ci o SoHICSS-46 ConferenceMaui, Hawaii, January 9, 2013 .oulu.fi
  • 8. Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence” as ion rsu Pe The influence of beliefs, attitudes, intentions, motivations, or behaviors. A process aimed at changing people’s attitude or behavior by using written or spoken words to convey information, feelings, or reasoning, or a combination of them.HICSS-46 ConferenceMaui, Hawaii, January 9, 2013 .oulu.fi
  • 9. Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence” no logy ech asi ve T PersuHICSS-46 ConferenceMaui, Hawaii, January 9, 2013 .oulu.fi
  • 10. Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence” in s  Health ma Do  Energy  Ecology  Business  Other Chatterjee, S. and Price, A. 2009 “Healthy Living with Persuasive Technologies: Framework, Issues, and Challenges.”HICSS-46 ConferenceMaui, Hawaii, January 9, 2013 .oulu.fi
  • 11. Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence” Oulu Advanced Research on Software and Information Systems ms tion ys te Int erac lS p uter i ca om hn n-C echnology -T ec Hum a Persuasive T ci o So Behavior Change Support SystemsHICSS-46 ConferenceMaui, Hawaii, January 9, 2013 .oulu.fi
  • 12. Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence” n ge ha m r C ste vio Sy ha rt Be po Sup is a socio-technical information system with psychological and behavioral outcomes designed to form, alter or reinforce attitudes, behaviors or an act of complying without using coercion or deception. Oinas-Kukkonen, H. 2012 “A Foundation for the Study of Behavior Change Support Systems.”HICSS-46 ConferenceMaui, Hawaii, January 9, 2013 .oulu.fi
  • 13. Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence” Oulu Advanced Research on Software and Information Systems ms tion ys te Int erac lS p uter i ca om hn n-C echnology -T ec Hum a Persuasive T ci o So Behavior Change Support Systems Persuasive Systems Design model 28 FeaturesHICSS-46 ConferenceMaui, Hawaii, January 9, 2013 .oulu.fi
  • 14. Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence” esign sD s tem Sy 28 features as ive in 4 categories rsu l Pe d e mo Social Influence Oinas-Kukkonen, H. and Harjumaa, M. 2009 “Persuasive Systems Design: Key Issues, Process Model, and System Features.”HICSS-46 ConferenceMaui, Hawaii, January 9, 2013 .oulu.fi
  • 15. ?Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence” F How people located in airports can be socially influenced through information systems to change their behavior targeted to feedback sharingHICSS-46 ConferenceMaui, Hawaii, January 9, 2013 .oulu.fi
  • 16. Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence” Why did it? Who are? What did? How did it? What found? What concluded?HICSS-46 ConferenceMaui, Hawaii, January 9, 2013 .oulu.fi
  • 17. Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence” Social Cognitive Model (adapted to the IS context) PERSONAL USER FACTORS: -Vicarious learning -Self-regulation ENVIRONMENTAL BEHAVIORAL SOFTWARE BEHAVIORAL FEATURES: INTENTION: -Social learning -To engage in feedback -Social comparison sharing (using information -Normative influence system) Bandura, A. Social Cognitive TheoryHICSS-46 ConferenceMaui, Hawaii, January 9, 2013 .oulu.fi
  • 18. Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence” Research Model Ajzen, I. Theory of Planned Behavior Festinger, L. Theory of Social Comparison ProcessesHICSS-46 ConferenceMaui, Hawaii, January 9, 2013 .oulu.fi
  • 19. Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence” Why did it? Who are? What did? How did it? What found? What concluded?HICSS-46 ConferenceMaui, Hawaii, January 9, 2013 .oulu.fi
  • 20. Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence” Social Learning .oulu.fi Social Comparison
  • 21. Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence” Social Learning .oulu.fi Normative Influence
  • 22. Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence” 22 minutes 6 questions in loop TwitterHICSS-46 ConferenceMaui, Hawaii, January 9, 2013 .oulu.fi
  • 23. Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence” Participants SC NI 69 30 39 Female Male 23% 77% Under 24 years 25-29 years Over 30 years 68%IADIS WWW/Internet ConferenceMadrid, October 19, 2012 19% 13% .oulu.fi
  • 24. Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”HICSS-46 ConferenceMaui, Hawaii, January 9, 2013 .oulu.fi
  • 25. Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence” Why did it? Who are? What did? How did it? What found? What concluded?HICSS-46 ConferenceMaui, Hawaii, January 9, 2013 .oulu.fi
  • 26. Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence” Results from PLS-SEM (WarpPLS 3.0)HICSS-46 ConferenceMaui, Hawaii, January 9, 2013 .oulu.fi
  • 27. Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence” Total EffectsHICSS-46 ConferenceMaui, Hawaii, January 9, 2013 .oulu.fi
  • 28. Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence” Total EffectsHICSS-46 ConferenceMaui, Hawaii, January 9, 2013 .oulu.fi
  • 29. Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence” Why did it? Who are? What did? How did it? What found? What concluded?HICSS-46 ConferenceMaui, Hawaii, January 9, 2013 .oulu.fi
  • 30. Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence” Contributions Implications Theory-driven research model For research: Measurement instrument Further theory development Results For practice: Analysis IS for feedback collection Simulated airport setting Model improvements Narrow sample: Design of persuasive features - Age Item testing - Education Real life settings Limitations Future ResearchHICSS-46 ConferenceMaui, Hawaii, January 9, 2013 .oulu.fi
  • 31. Agnis.Stibe@oulu.fi @agsti +358 401490499 Thanks to:the Foundation of Nokia Corporationthe Finnish Funding Agency for Technology and Innovationthe Doctoral Program on Software and Systems Engineering

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