Incremental Persuasion through Microblogging: A Survey of Twitter Users in Latvia

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Incremental Persuasion through Microblogging:
A Survey of Twitter Users in Latvia. Persuasion patterns in Twitter.

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Incremental Persuasion through Microblogging: A Survey of Twitter Users in Latvia

  1. 1. Agnis Stibe Researcher and Doctoral Candidate Department of Information Processing Science Incremental Persuasion through Microblogging: A Survey of Twitter Users in Latvia Harri Oinas-Kukkonen Ilze Bērziņa Seppo Pahnila
  2. 2. Context June 3, 2011 – Columbus, OH, USA The Sixth International Conference on Persuasive Technology Microblogging Online social networks Persuasion
  3. 3. Related research <ul><li>Three main dimensions: </li></ul><ul><ul><li>Persuasion </li></ul></ul><ul><ul><ul><li>An active attempt to influence people’s action or belief by an overt appeal to reason or emotion [Wright, J. S. and Warner, D. S. 1962.] or communication intended to influence choice [Brembeck, W. L. and Howell, W. S. 1976.] One of the most important strategies for influencing beliefs and behavior [Fishbein, M., Ajzen, I. and McArdle, J. 1980.] </li></ul></ul></ul><ul><ul><li>Online social networks </li></ul></ul><ul><ul><ul><li>When a computer network connects people or organizations , it is a social network [Garton, L., Haythornthwaite, C. and Wellman, B., 1997.] A new phenomenon of mass interpersonal persuasion is introduced [Fogg, B. J. 2008.] In online social networks persuasion happens in predictable ways [Weiksner, M. G., Fogg, B. J. and Liu, X. 2008.] </li></ul></ul></ul><ul><ul><li>Twitter as microblogging service </li></ul></ul><ul><ul><ul><li>The intentions of Twitter users combine daily chatting, conversations, sharing of information, and reporting of news [Java, A., Song, X., Finin, T. and Tseng, B. 2007.] </li></ul></ul></ul><ul><ul><ul><li>There are distinct classes of Twitter users , such as broadcasters, acquaintances, miscreants or evangelist [Krishnamurthy, B., Gill, P. and Arlitt, M. 2008.] </li></ul></ul></ul><ul><ul><ul><li>The driver of Twitter usage is a sparse and hidden network of connections underlying the declared set of friends and followers [Huberman, B. A., Romero, D. M. and Wu, F. 2009.] </li></ul></ul></ul><ul><ul><ul><li>Twitter provides surprising degree of conversationality facilitated by its features [Honeycutt, C. and Herring, S. C. 2009.] </li></ul></ul></ul><ul><ul><ul><li>The first quantitative study on the entire Twitter sphere marked a deviation from known characteristics of human social networks [Kwak, H., Lee, C., Park, H. and Moon, S. 2010.] </li></ul></ul></ul>June 3, 2011 – Columbus, OH, USA The Sixth International Conference on Persuasive Technology
  4. 4. Persuasion in Information Systems <ul><li>Persuasive Systems Design (PSD) model defines 7 postulates: </li></ul>June 3, 2011 – Columbus, OH, USA The Sixth International Conference on Persuasive Technology 1. Information technology is never neutral . 2. People like their views about the world to be organized and consistent . 3. Direct and indirect routes are key persuasion strategies. 4. Persuasion is often incremental . 5. Persuasion through persuasive systems should always be open . 6. Persuasive systems should aim at unobtrusiveness . 7. Persuasive systems should aim at being both useful and easy to use . Oinas-Kukkonen, H. and Harjumaa, M. 2009. Persuasive Systems Design: Key Issues, Process Model, and System Features . Communications of the Association for Information Systems 24, 28.
  5. 5. Research question June 3, 2011 – Columbus, OH, USA The Sixth International Conference on Persuasive Technology What kinds of inherent persuasion patterns do exist in Twitter that can change users’ behaviors and/or attitudes?
  6. 6. Research settings June 3, 2011 – Columbus, OH, USA The Sixth International Conference on Persuasive Technology July 19-28, 2010 Latvia <ul><li>Quantitative survey online: </li></ul><ul><li>37 questions </li></ul><ul><li>403 valid responses </li></ul><ul><li>Invitations for users: </li></ul><ul><li>7 tweets by authors </li></ul><ul><li>1 author’s blog entry in </li></ul><ul><ul><li>http://ilzeberzina.wordpress.com/ </li></ul></ul><ul><li>Several authors’ messages in other social networks </li></ul><ul><li>37 retweets by other Twitter users </li></ul><ul><li>1 reference in technology blogger article </li></ul>
  7. 7. Profile of the respondents June 3, 2011 – Columbus, OH, USA The Sixth International Conference on Persuasive Technology
  8. 8. Number of followees and followers you have in Twitter? June 3, 2011 – Columbus, OH, USA The Sixth International Conference on Persuasive Technology
  9. 9. How often do you tweet? June 3, 2011 – Columbus, OH, USA The Sixth International Conference on Persuasive Technology χ2(6)=18.059, p=0.006 The amount of tweeting increases over time .
  10. 10. Regarding content in Twitter you consider yourself as? June 3, 2011 – Columbus, OH, USA The Sixth International Conference on Persuasive Technology χ2(9)=29.789, p=0.000 Experienced users generate more content than new users .
  11. 11. What is the level of credibility in Twitter? June 3, 2011 – Columbus, OH, USA The Sixth International Conference on Persuasive Technology χ2(9)=21.130, p=0.012 The longer one has used the Twitter the higher trust the user has for it.
  12. 12. Are there unwritten behavioral rules in Twitter? June 3, 2011 – Columbus, OH, USA The Sixth International Conference on Persuasive Technology χ2(6)=19.064, p=0.004 Twitter users learn over time unwritten communication and/or behavioral rules in Twitter .
  13. 13. Is Twitter a powerful tool to call to action outside the virtual world? June 3, 2011 – Columbus, OH, USA The Sixth International Conference on Persuasive Technology χ2(6)=18.551, p=0.005 Twitter is powerful tool to call for action offline, i.e. outside the virtual world, and experienced users are more ready to take action based on their communication via Twitter .
  14. 14. Summary of findings June 3, 2011 – Columbus, OH, USA The Sixth International Conference on Persuasive Technology Content generators Trust information Recognize unwritten communication rules Powerful tool to call to action outside the virtual world Number of followers and followees Intensity of tweeting
  15. 15. Conclusions <ul><li>The findings from this survey revealed interrelationships among the responses, which support the hypothesis of Twitter users being persuaded to change their behavior over their use of the Twitter application/platform. </li></ul><ul><li>These findings explicitly convey to the main idea of the fourth postulate of PSD framework , which states that persuasion is often incremental. </li></ul><ul><li>4 th postulate implies that a persuasive system should enable making incremental steps towards the target behavior , and Twitter seems to follow this model in areas covered in this survey. </li></ul>June 3, 2011 – Columbus, OH, USA The Sixth International Conference on Persuasive Technology
  16. 16. 4 th postulate of Persuasive Systems Design framework June 3, 2011 – Columbus, OH, USA The Sixth International Conference on Persuasive Technology I N C R E M E N T A L S T E P S CHANGE
  17. 17. [email_address] @agsti +358 401490499

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