The document summarizes research on persuasion patterns in Twitter. A survey of 403 Latvian Twitter users found that more experienced users were more likely to generate content, trust information on Twitter, recognize unwritten communication rules, and feel Twitter could call users to action offline. The findings support the hypothesis that Twitter users' behaviors and attitudes can change incrementally over time through use of the platform, in line with the fourth postulate of the Persuasive Systems Design framework.

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. Context June 3, 2011 – Columbus, OH, USA The Sixth International Conference on Persuasive Technology Microblogging Online social networks Persuasion

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?

7. Profile of the respondents June 3, 2011 – Columbus, OH, USA The Sixth International Conference on Persuasive Technology

8. Number of followees and followers you have in Twitter? June 3, 2011 – Columbus, OH, USA The Sixth International Conference on Persuasive Technology

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. 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. 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. 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. 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. 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

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. [email_address] @agsti +358 401490499