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Article

Six Patterns for Persuasion in Online Social Networks

Authors:

G. Michael Weiksner,

Xingxin LiuAuthors Info & Claims

PERSUASIVE '08: Proceedings of the 3rd international conference on Persuasive Technology

Pages 151 - 163

https://doi.org/10.1007/978-3-540-68504-3_14

Published: 04 June 2008 Publication History

Abstract

Social psychology research has shown that persuasion happens in predictable ways. To identify patterns of persuasion in online social networks, we studied Facebook as a persuasive technology. Using a Grounded Theory approach, we found and named six persuasion patterns. Four patterns that led to large-scale viral adoption--Provoke and Retaliate, Reveal and Compare, Expression, and Group Exchange--are native to Facebook. Two patterns--Competition and Deception--are adapted to Facebook. We describe these native and adapted patterns and offer psychological explanations for each. We conclude that persuasion in online social networks follows regular, observable patterns, and we suggest promising avenues for future research.

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Cited By

Gough KHamilton J(2013)Improving the design of online applications for social benefit through a behaviour change modelProceedings of the 8th international conference on Persuasive Technology10.1007/978-3-642-37157-8_10(69-74)Online publication date: 3-Apr-2013
https://dl.acm.org/doi/10.1007/978-3-642-37157-8_10
Petkov PGoswami SKöbler FKrcmar HMalmborg LPederson T(2012)Personalised eco-feedback as a design technique for motivating energy saving behaviour at homeProceedings of the 7th Nordic Conference on Human-Computer Interaction: Making Sense Through Design10.1145/2399016.2399106(587-596)Online publication date: 14-Oct-2012
https://dl.acm.org/doi/10.1145/2399016.2399106
Waardenburg TWinkel RLamers M(2012)Normative social influence in persuasive technologyProceedings of the 7th international conference on Persuasive Technology: design for health and safety10.1007/978-3-642-31037-9_13(145-156)Online publication date: 6-Jun-2012
https://dl.acm.org/doi/10.1007/978-3-642-31037-9_13
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cover image Guide Proceedings

PERSUASIVE '08: Proceedings of the 3rd international conference on Persuasive Technology

June 2008

286 pages

ISBN:9783540685005

Publisher

Springer-Verlag

Berlin, Heidelberg

Publication History

Published: 04 June 2008

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Cited By

Gough KHamilton J(2013)Improving the design of online applications for social benefit through a behaviour change modelProceedings of the 8th international conference on Persuasive Technology10.1007/978-3-642-37157-8_10(69-74)Online publication date: 3-Apr-2013
https://dl.acm.org/doi/10.1007/978-3-642-37157-8_10
Petkov PGoswami SKöbler FKrcmar HMalmborg LPederson T(2012)Personalised eco-feedback as a design technique for motivating energy saving behaviour at homeProceedings of the 7th Nordic Conference on Human-Computer Interaction: Making Sense Through Design10.1145/2399016.2399106(587-596)Online publication date: 14-Oct-2012
https://dl.acm.org/doi/10.1145/2399016.2399106
Waardenburg TWinkel RLamers M(2012)Normative social influence in persuasive technologyProceedings of the 7th international conference on Persuasive Technology: design for health and safety10.1007/978-3-642-31037-9_13(145-156)Online publication date: 6-Jun-2012
https://dl.acm.org/doi/10.1007/978-3-642-31037-9_13
Freyne JBerkovsky SBaghaei NKimani SSmith G(2011)Personalized techniques for lifestyle changeProceedings of the 13th conference on Artificial intelligence in medicine10.5555/2040981.2041003(139-148)Online publication date: 2-Jul-2011
https://dl.acm.org/doi/10.5555/2040981.2041003
Stibe AOinas-Kukkonen HBērziņa IPahnila SHaugtvedt CEwoldsen D(2011)Incremental persuasion through microbloggingProceedings of the 6th International Conference on Persuasive Technology: Persuasive Technology and Design: Enhancing Sustainability and Health10.1145/2467803.2467811(1-8)Online publication date: 2-Jun-2011
https://dl.acm.org/doi/10.1145/2467803.2467811
Petkov PKöbler FFoth MKrcmar HFoth MKjeldskov JPaay J(2011)Motivating domestic energy conservation through comparative, community-based feedback in mobile and social mediaProceedings of the 5th International Conference on Communities and Technologies10.1145/2103354.2103358(21-30)Online publication date: 29-Jun-2011
https://dl.acm.org/doi/10.1145/2103354.2103358
Foster DLinehan CKirman BLawson SJames GLugmayr AFranssila HSotamaa OSafran CAaltonen T(2010)Motivating physical activity at workProceedings of the 14th International Academic MindTrek Conference: Envisioning Future Media Environments10.1145/1930488.1930510(111-116)Online publication date: 6-Oct-2010
https://dl.acm.org/doi/10.1145/1930488.1930510
Foster DLawson SBlythe MCairns PHvannberg ELárusdóttir MBlandford AGulliksen J(2010)Wattsup?Proceedings of the 6th Nordic Conference on Human-Computer Interaction: Extending Boundaries10.1145/1868914.1868938(178-187)Online publication date: 16-Oct-2010
https://dl.acm.org/doi/10.1145/1868914.1868938
Ferebee SDavis JChatterjee SDev P(2009)Factors that persuade continued use of Facebook among new membersProceedings of the 4th International Conference on Persuasive Technology10.1145/1541948.1541994(1-8)Online publication date: 26-Apr-2009
https://dl.acm.org/doi/10.1145/1541948.1541994

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