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Studying Social Influence on the
                    World Wide Web



                                Aleks Krotoski
                               University of Surrey


Department of Informatics Systems and Computing, Brunel University   3 March 2010
Studying Social Influence on the World Wide Web




Department of Informatics Systems and Computing, Brunel University   3 March 2010
Studying Social Influence on the World Wide Web



                      Problems with studying cyberspace



                          •Anonymity?
                          •Absence of hierarchy?
                          •Transience?
                          •Lack of consequence?
                          •Generalisation?




Department of Informatics Systems and Computing, Brunel University   3 March 2010
Studying Social Influence on the World Wide Web




                                                 Correll, S. (1995). The Ethnography of an
                                                 Electronic Bar: The Lesbian Cafe. Journal
                                                 of Contemporary Ethnography, 24, 270-
                                                 298.
                                                 Dibbell, J. (1999). My tiny life: Crime and
                                                 passion in a virtual world. London: Fourth
                                                 Estate Limited.
                                                 Jacobsson, M. & Taylor, T. L. (2003). The
                                                 Sopranos meets EverQuest: Social
                                                 networking in massively multiplayer online
                                                 games. In MelbourneDAC, the 5th
                                                 International Digital Arts and Culture
                                                 Conference (pp. 81-90). Melbourne,
  The World Wide Web                             Australia: School of Applied
  Image by Tonionick1                            Communication, RMIT.



Department of Informatics Systems and Computing, Brunel University              3 March 2010
Studying Social Influence on the World Wide Web




                                                 Castronova, E. (2003). The Price of "Man"
                                                 and "Woman": A hedonic pricing model of
                                                 avatar attributes in a synthetic world.
                                                 Social Science Research Network
                                                 Electronic Library [On-line]. Available:
                                                 http://papers.ssrn.com/sol3/papers.cfm?a
                                                 bstract_id=415043

                                                 Raymond, E. S. (2000). Homesteading on
                                                 the Noosphere. First Monday [On-line].
                                                 Available:
                                                 http://www.firstmonday.org/issues/issue3
                                                 _10/raymond/index.html




Department of Informatics Systems and Computing, Brunel University         3 March 2010
Studying Social Influence on the World Wide Web




Department of Informatics Systems and Computing, Brunel University   3 March 2010
Studying Social Influence on the World Wide Web




                                  Three questions:

             1. What does it mean to be ‘close’ to someone in an
                online community?
             2. How do online community networks affect
                attitudes?
             3. How does information spread through online
                communities?




Department of Informatics Systems and Computing, Brunel University   3 March 2010
Studying Social Influence on the World Wide Web




                       Second Life (2006-2008)


                     •Social Virtual World
                     •Male/Female 40/60 split
                     •Average age 35
                     •Sizeable population…
                     •Emergent social phenomena
                        •http://www.nyls.edu/stateofplay




Department of Informatics Systems and Computing, Brunel University   3 March 2010
Studying Social Influence on the World Wide Web




Department of Informatics Systems and Computing, Brunel University   3 March 2010
Studying Social Influence on the World Wide Web



     What does it mean to be ‘close’ to someone in an online community?


       •Online sociometric survey
       •Random sample

       •Psychological factors: Trust, credibility, social comparison,
       prototypicality
       •Social network factors: Avatar modification, Partnership,
       Public/Private/non-Second Life communication

       •N=33
       •Multi-level modelling


Department of Informatics Systems and Computing, Brunel University   3 March 2010
Studying Social Influence on the World Wide Web




     Importance of offline identity in Online Social Influence:
     Closest trust relationships allowed Avatar modification
     and non-Second Life communication

     Public displays of closeness (partnerships, public Second Life
     communication) resulted in higher ratings of group prototypicality
     and credibility




Department of Informatics Systems and Computing, Brunel University   3 March 2010
Studying Social Influence on the World Wide Web




             How do online community networks affect attitudes?

       •Online social network analysis
       •Five wave snowball sample

       •Psychological factors: Trust, credibility, social comparison,
       prototypicality, personal attitude, perceptions of friends’ attitudes
       •Social network factors: Public/Private/non-Second Life
       communication, position and structure of local network

       •N=734 (9,561 connections)
       •Social network analysis
       •Multi-level modelling

Department of Informatics Systems and Computing, Brunel University   3 March 2010
Studying Social Influence on the World Wide Web


   Importance of perceptions of attitudes in
   Online Social Influence:
   •Online perceptions demonstrated heightened pluralistic ignorance

   Importance of networks in Online Social Influence:
   •Tight-knit clusters reported similar attitudes
   •Integrated members were less like other network members

   Relationship between perceptions of attitudes and
   networks in Online Social Influence:
   •Density of networks predicted correct perceptions of attitudes
   •Integration in networks did not predict correct perceptions of
   networks’ attitudes


Department of Informatics Systems and Computing, Brunel University   3 March 2010
Studying Social Influence on the World Wide Web




          How does information spread through online communities?

       •Longitudinal social network analysis (August 2007-April 2008)
       •Whole network analysis

       •Psychological factors: Trust, credibility, social comparison,
       prototypicality, personal attitude, perceptions of friends’
       behaviour
       •Social network factors: Position in and structure of network

       •N=47,643 (80,000+ connections)
       •Social network analysis
       •Multi-level modelling, linear regression


Department of Informatics Systems and Computing, Brunel University   3 March 2010
Studying Social Influence on the World Wide Web




  Behaviour online doesn’t spread like behaviour offline:
  •Multiple periods of rapid uptake reflecting ‘long tail’ (Anderson,
  2006) and reciprocal innovation patterns (Markus, 1987)

  Online norms about the innovation influence adoption:
  •Online-offline identity interactions affect personal adoption
  •Online norms help community members identify when it is ‘safe’ to
  adopt




Department of Informatics Systems and Computing, Brunel University   3 March 2010
Studying Social Influence on the World Wide Web




  In sum.

  •There are complexities of online relationships that have an effect on
  influence (see also Dunbar)

  •Perceptions of attitudes are generally incorrect (see also Wojcieszak,
  2008)

  •Identity is important in choosing your friends, and in choosing your
  behaviours




Department of Informatics Systems and Computing, Brunel University   3 March 2010
Studying Social Influence on the World Wide Web



                     A few more Big Ideas about the Web

                 •Celebrity                      •Disinformation
                 •The Cult of Me                 •Education
                 •Sex, Love                      •Knowledge
                 •Workplace                      •Trust
                 •Identity                       •Diffusion
                 •Persuasion                     •Nationalism
                 •Influence                       •Community
                 •Ethics                         •Value
                 •New territories                •Social Change
                 •Stereotyping                   •Cyberbalkanization



Department of Informatics Systems and Computing, Brunel University     3 March 2010
Studying Social Influence on the World Wide Web



                         Questions we could have asked


   •To what extent do recommendation engines (e.g., Amazon) encourage
   cultural homogeneity and serendipity?

   •How might the Web contribute to the development of extremism
   because of confirmation biases and pluralistic ignorance?

   •What does the notion of having 700 ‘friends’ on a social media site
   mean for account holders?

   •What are the real social, political, economic and psychological long-
   term effects of the new Web in new territories?


Department of Informatics Systems and Computing, Brunel University   3 March 2010
Studying Social Influence on the World Wide Web




                                   Thank you.

                                Aleks@alekskrotoski.com




Department of Informatics Systems and Computing, Brunel University   3 March 2010

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Studying Social Influence On The WWW

  • 1. Studying Social Influence on the World Wide Web Aleks Krotoski University of Surrey Department of Informatics Systems and Computing, Brunel University 3 March 2010
  • 2. Studying Social Influence on the World Wide Web Department of Informatics Systems and Computing, Brunel University 3 March 2010
  • 3. Studying Social Influence on the World Wide Web Problems with studying cyberspace •Anonymity? •Absence of hierarchy? •Transience? •Lack of consequence? •Generalisation? Department of Informatics Systems and Computing, Brunel University 3 March 2010
  • 4. Studying Social Influence on the World Wide Web Correll, S. (1995). The Ethnography of an Electronic Bar: The Lesbian Cafe. Journal of Contemporary Ethnography, 24, 270- 298. Dibbell, J. (1999). My tiny life: Crime and passion in a virtual world. London: Fourth Estate Limited. Jacobsson, M. & Taylor, T. L. (2003). The Sopranos meets EverQuest: Social networking in massively multiplayer online games. In MelbourneDAC, the 5th International Digital Arts and Culture Conference (pp. 81-90). Melbourne, The World Wide Web Australia: School of Applied Image by Tonionick1 Communication, RMIT. Department of Informatics Systems and Computing, Brunel University 3 March 2010
  • 5. Studying Social Influence on the World Wide Web Castronova, E. (2003). The Price of "Man" and "Woman": A hedonic pricing model of avatar attributes in a synthetic world. Social Science Research Network Electronic Library [On-line]. Available: http://papers.ssrn.com/sol3/papers.cfm?a bstract_id=415043 Raymond, E. S. (2000). Homesteading on the Noosphere. First Monday [On-line]. Available: http://www.firstmonday.org/issues/issue3 _10/raymond/index.html Department of Informatics Systems and Computing, Brunel University 3 March 2010
  • 6. Studying Social Influence on the World Wide Web Department of Informatics Systems and Computing, Brunel University 3 March 2010
  • 7. Studying Social Influence on the World Wide Web Three questions: 1. What does it mean to be ‘close’ to someone in an online community? 2. How do online community networks affect attitudes? 3. How does information spread through online communities? Department of Informatics Systems and Computing, Brunel University 3 March 2010
  • 8. Studying Social Influence on the World Wide Web Second Life (2006-2008) •Social Virtual World •Male/Female 40/60 split •Average age 35 •Sizeable population… •Emergent social phenomena •http://www.nyls.edu/stateofplay Department of Informatics Systems and Computing, Brunel University 3 March 2010
  • 9. Studying Social Influence on the World Wide Web Department of Informatics Systems and Computing, Brunel University 3 March 2010
  • 10. Studying Social Influence on the World Wide Web What does it mean to be ‘close’ to someone in an online community? •Online sociometric survey •Random sample •Psychological factors: Trust, credibility, social comparison, prototypicality •Social network factors: Avatar modification, Partnership, Public/Private/non-Second Life communication •N=33 •Multi-level modelling Department of Informatics Systems and Computing, Brunel University 3 March 2010
  • 11. Studying Social Influence on the World Wide Web Importance of offline identity in Online Social Influence: Closest trust relationships allowed Avatar modification and non-Second Life communication Public displays of closeness (partnerships, public Second Life communication) resulted in higher ratings of group prototypicality and credibility Department of Informatics Systems and Computing, Brunel University 3 March 2010
  • 12. Studying Social Influence on the World Wide Web How do online community networks affect attitudes? •Online social network analysis •Five wave snowball sample •Psychological factors: Trust, credibility, social comparison, prototypicality, personal attitude, perceptions of friends’ attitudes •Social network factors: Public/Private/non-Second Life communication, position and structure of local network •N=734 (9,561 connections) •Social network analysis •Multi-level modelling Department of Informatics Systems and Computing, Brunel University 3 March 2010
  • 13. Studying Social Influence on the World Wide Web Importance of perceptions of attitudes in Online Social Influence: •Online perceptions demonstrated heightened pluralistic ignorance Importance of networks in Online Social Influence: •Tight-knit clusters reported similar attitudes •Integrated members were less like other network members Relationship between perceptions of attitudes and networks in Online Social Influence: •Density of networks predicted correct perceptions of attitudes •Integration in networks did not predict correct perceptions of networks’ attitudes Department of Informatics Systems and Computing, Brunel University 3 March 2010
  • 14. Studying Social Influence on the World Wide Web How does information spread through online communities? •Longitudinal social network analysis (August 2007-April 2008) •Whole network analysis •Psychological factors: Trust, credibility, social comparison, prototypicality, personal attitude, perceptions of friends’ behaviour •Social network factors: Position in and structure of network •N=47,643 (80,000+ connections) •Social network analysis •Multi-level modelling, linear regression Department of Informatics Systems and Computing, Brunel University 3 March 2010
  • 15. Studying Social Influence on the World Wide Web Behaviour online doesn’t spread like behaviour offline: •Multiple periods of rapid uptake reflecting ‘long tail’ (Anderson, 2006) and reciprocal innovation patterns (Markus, 1987) Online norms about the innovation influence adoption: •Online-offline identity interactions affect personal adoption •Online norms help community members identify when it is ‘safe’ to adopt Department of Informatics Systems and Computing, Brunel University 3 March 2010
  • 16. Studying Social Influence on the World Wide Web In sum. •There are complexities of online relationships that have an effect on influence (see also Dunbar) •Perceptions of attitudes are generally incorrect (see also Wojcieszak, 2008) •Identity is important in choosing your friends, and in choosing your behaviours Department of Informatics Systems and Computing, Brunel University 3 March 2010
  • 17. Studying Social Influence on the World Wide Web A few more Big Ideas about the Web •Celebrity •Disinformation •The Cult of Me •Education •Sex, Love •Knowledge •Workplace •Trust •Identity •Diffusion •Persuasion •Nationalism •Influence •Community •Ethics •Value •New territories •Social Change •Stereotyping •Cyberbalkanization Department of Informatics Systems and Computing, Brunel University 3 March 2010
  • 18. Studying Social Influence on the World Wide Web Questions we could have asked •To what extent do recommendation engines (e.g., Amazon) encourage cultural homogeneity and serendipity? •How might the Web contribute to the development of extremism because of confirmation biases and pluralistic ignorance? •What does the notion of having 700 ‘friends’ on a social media site mean for account holders? •What are the real social, political, economic and psychological long- term effects of the new Web in new territories? Department of Informatics Systems and Computing, Brunel University 3 March 2010
  • 19. Studying Social Influence on the World Wide Web Thank you. Aleks@alekskrotoski.com Department of Informatics Systems and Computing, Brunel University 3 March 2010