Bruce Ferwerda, Markus Schedl, Marko Tkalcic,
"STo Post or Not to Post: The Effects of Persuasive Cues and Group Targeting Mechanisms on Posting Behavior."
: Social Computing (SocialCom), 2014 International Conference , Stanford, CA, USA., 2014
STo Post or Not to Post: The Effects of Persuasive Cues and Group Targeting Mechanisms on Posting Behavior.
Sprache des Titels:
Social Computing (SocialCom), 2014 International Conference , Stanford, CA, USA.
When social network sites (SNSs) users intend to share
content, they need to estimate the appropriateness of
the content for their audience. Wrongly made estimations
can result in regret about the posted content.
A common strategy for users to minimize regret is
to self-censor content. However, this also means that
content that would have been safe to share may be
left unshared. To solve sharing problems, SNSs have
been focusing on improving group targeting mechanisms
to give users more control over their content.
As users still need to estimate the content appropriateness
themselves, we asked whether improving these
mechanisms is really the solution. We hypothesized
that users' posting decisions consist of uncertainty
and therefore providing guidance on whether it is safe
to post would be more beneficial. To answer this we
conducted two studies. In Study A we identified what
kind of content users are self-censoring and what the
reasons are. Study B was used to test and compare
different solutions to limit the self-censored content
found in Study A. We created a persuasive cue that
predicted how the user's audience would possibly respond
to the content and compared this with the
effects of a group targeting mechanism. Among 215
participants we found that posting decisions consist
of uncertainty and that persuasive cues are a more
effective means to limit self-censorship, but can also
warn users of content that is not safe to post. Making
use of such cue can improve SNSs' sociability and
reduce regret of wrong posting decisions.