CS 376 Final Presentation

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CS 376 Final Presentation

  1. 1. Francisco Guzman Jim Liu June 12, 2013 The Effects of Surfacing Related Interests On Online User Profile Follows
  2. 2. Research Area: Social Computing > People form impressions of others given surprisingly little information. > With the advent of social networks, impressions now frequently form online rather than in a face- to- face context. > Interpersonal similarity in personal attributes has been shown to cause positive evaluation of others and liking toward them.
  3. 3. Does tailoring a user’s profile to the viewer increase likeness1? 1. Operationalized as a follow
  4. 4. Prismatic
  5. 5. Default Sort Interest Sort
  6. 6. Methodology > Within-subjects study > Each participant sees the same 10 profiles of Prismatic users > 5 of the 10 profiles sorted by default, others use interest sort > Similarity scores were calculated in order to control for similarity Quantitative Qualitative make a decision on whether to follow explain why you: > followed a particular user > did not follow a particular user
  7. 7. Results: quantitative 0 7.5 15.0 22.5 30.0 0 1 2 3 4 5 More Frequency Bin 0 3.75 7.50 11.25 15.00 0 1 2 3 4 5 More Frequency Bin Follow Count (Default Sort) Follow Count (Interest Sort) N = 52 Trials = 520 t-statistic: 2.06E-06 χ2: 21.59 p < 0.001
  8. 8. Results: qualitative Users confirmed that the alignment of interests was a big factor for them 1. Serendipity 2. Frequency of Use 3. Community around Individual the mix of relevant articles with an element of surprise active user and contributor who and what they follow, as well as who follows them
  9. 9. Conclusion Overall our results were quite telling with almost twice as many follows for the sorted interest case versus the default case. > Both of these results seem to support the notion that surfacing more interpersonal similarities between users leads to higher level of closeness through follows or likes in an online setting. Quantitative Qualitative
  10. 10. Appendix DefaultDefault InterestInterest Follow No Follow Follow No Follow Sum 62 198 112 148 Mean 12.4 39.6 22.4 29.6 STDV 7.12 7.13 6.02 6.02

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