Persuasive Technology: Practicing Social Influence Powers to Change People's Behaviors and Attitudes - Twitter Case Studies

Persuasive Technology: Practicing Social Influence Powers to Change People's Behaviors

and AttitudesTwitter Case Studies

Agnis StibeDoctoral Candidate and Project

ResearcherDepartment of Information Processing

Science

[email protected]+358 401490499

@agsti

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Agnis Stibe “Persuasive Technology: Practicing Social Influence Powers to Change People's Behaviors and Attitudes - Twitter Case Studies”

Riga Business SchoolJune 12, 2012

Persuasion is:

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.

Source: http://en.wikipedia.org/wiki/Persuasion

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Source: http://www.flickr.com/photos/34557143@N07/3283901503/

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Source: BJ Fogg

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Source: BJ Fogg

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PSD Model

Riga Business SchoolJune 12, 2012 Source: Oinas-Kukkonen H.

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Outcome/Change Matrix


Source: Oinas-Kukkonen H.

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Categories of Persuasive Features



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Categories of Persuasive Features



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Expected Contribution

Feedback

Participation

BehaviorChange

Incrementality?

CognitiveDissonance?

Social Learning

Social Comparison

Normative Influence

Social Facilitation

Cooperation

Competition

Recognition

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Socio-Technical Context

Social Influence

Social Web

Individuals Persuasion

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CASE STUDY : 1

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

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Research question

What kinds of inherent persuasion patterns

do exist in Twitter that can

change users’ behaviors and/or attitudes?

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Research settings July 19-28, 2010Latvia

Quantitative survey online:-37 questions-403 valid responses

Invitations for users:-7 tweets by authors-1 author’s blog entry in

- http://ilzeberzina.wordpress.com/-Several authors’ messages in other social networks

-37 retweets by other Twitter users-1 reference in technology blogger article

Source: Stibe A., Oinas-Kukkonen H., Berzina I., Pahnila S. 2011


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Profile of the respondents


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Number of followees and followers you have in Twitter?


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How often do you tweet?

χ2(6)=18.059, p=0.006

The amount of tweeting increases over time.


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Regarding content in Twitter you consider yourself as?

χ2(9)=29.789, p=0.000

Experienced users generate more content than new users.


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What is the level of credibility in Twitter?

χ2(9)=21.130, p=0.012

The longer one has used the Twitter the higher trust the user has for it.


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Are there unwritten behavioral rules in Twitter?

χ2(6)=19.064, p=0.004

Twitter users learn over time unwritten communication and/or behavioral rules in Twitter.


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Is Twitter a powerful tool to call to action outside the virtual world?

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.


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Summary of findings

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


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4th postulate of Persuasive Systems Design framework

I N C R E M E N T A L S T E P S

CHANGE

Source: Stibe A., Oinas-Kukkonen H., Berzina I., Pahnila S. 2011


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CASE STUDY : 2

Comparative Analysis of Recognition and Competitionas Features of Social Influence Using Twitter

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Research Context

Recognition

Competition

PSD model : Social Influence

Social Cognitive Theory : Self-Regulation


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Research Question

How and to what extent social influence design principles

can persuade people

to participate in sharing feedback?

Recognition

Competition


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Research Framework

Social Cognitive Theory

Bandura, 1991

PSD Model

Oinas-Kukkonen & Harjumaa, 2009

User Participation


Source: Stibe A. and Oinas-Kukkonen H. 2012

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Research Setting

• A system developed on top of Twitter

• A pilot study conducted in class setting with master students– 37 participants in two computer rooms

• 18 in recognition room• 19 in competition room

– 30 minutes hands-on use of the system– 6 questions in total displayed to the participants– Participants responded to questions using Twitter

• Online questionnaire about perceptions (47 questions, mainly Likert-7)


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Persuasive 2012Linköping, Sweden: June 7, 2012

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Persuasive 2012Linköping, Sweden: June 7, 2012

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Findings: Recognition vs. Competition

More encouraging to participate

Independent sample t-test



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Findings: Had vs. Had Not (seen themselves on the screen)

More encouraging and motivating to tweet



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Conclusions

• Contributions:– Scientific:

An empirical analysis of persuasive software features from the PSD model;– For business:

A persuasive and operational system to engage customers in feedback sharing.

• Limitations:– Class setting;– Sample: education and age;– Missing the control group.

• Further research:– Field-testing - actual use;– Other social influence features.


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CASE STUDY : 3 (ongoing)

Social Influence on Customer Engagement: The Effects of Social Learning, Social Comparison, and Normative Influence

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Ongoing Studies: Social Comparison


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Ongoing Studies: Normative Influence


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Research Model (PLS)


[email protected]

@agsti

+358 401490499

Thanks to:

the Finnish Funding Agency for Technology and Innovation

the Foundation of Nokia Corporation