People regularly share items using online social media. However, people's decisions around sharing---who shares what to whom and why---are not well understood. We present a user study involving 87 pairs of Facebook users to understand how people make their sharing decisions. We find that even when sharing to a specific individual, people's own preference for an item (individuation) dominates over the recipient's preferences (altruism). People's open-ended responses about how they share, however, indicate that they do try to personalize shares based on the recipient. To explain these contrasting results, we propose a novel process model of sharing that takes into account people's preferences and the salience of an item. We also present encouraging results for a sharing prediction model that incorporates both the senders' and the recipients' preferences. These results suggest improvements to both algorithms that support sharing in social media and to information diffusion models.
Studying sharing behavior also allows us to ask how well people can recommend content for others; such directed suggestions can provide a useful complement to algorithmically-generated recommendations @cite_29 . Most studies in this space have focused on the question of influence, using recipients' acceptance of recommendations as a proxy for how influential the sender is. For example, network influence @cite_6 @cite_16 , the relationship with the sender @cite_18 @cite_28 , the explanation accompanying the content @cite_38 @cite_10 @cite_15 , and the susceptibility of an individual towards shared items @cite_9 have all been shown to affect people's likelihood of accepting suggestions.
@cite_38 @cite_18 @cite_28 @cite_29 @cite_9 @cite_6 @cite_15 @cite_16 @cite_10
2018371603 2164227199 2018984973 1750205245
Recommender Systems (RSs) help users search large amounts of digital contents and services by allowing them to identify the items that are likely to be more attractive or useful. RSs play an important persuasion role, as they can potentially augment the users’ trust towards in an application and orient their decisions or actions towards specific directions. This article explores the persuasiveness of RSs, presenting two vast empirical studies that address a number of research questions. First, we investigate if a design property of RSs, defined by the statistically measured quality of algorithms, is a reliable predictor of their potential for persuasion. This factor is measured in terms of perceived quality, defined by the overall satisfaction, as well as by how users judge the accuracy and novelty of recommendations. For our purposes, we designed an empirical study involving 210 subjects and implemented seven full-sized versions of a commercial RS, each one using the same interface and dataset (a subset of Netflix), but each with a different recommender algorithm. In each experimental configuration we computed the statistical quality (recall and F-measures) and collected data regarding the quality perceived by 30 users. The results show us that algorithmic attributes are less crucial than we might expect in determining the user’s perception of an RS’s quality, and suggest that the user’s judgment and attitude towards a recommender are likely to be more affected by factors related to the user experience. Second, we explore the persuasiveness of RSs in the context of large interactive TV services. We report a study aimed at assessing whether measurable persuasion effects (e.g., changes of shopping behavior) can be achieved through the introduction of a recommender. Our data, collected for more than one year, allow us to conclude that, (1) the adoption of an RS can affect both the lift factor and the conversion rate, determining an increased volume of sales and influencing the user’s decision to actually buy one of the recommended products, (2) the introduction of an RS tends to diversify purchases and orient users towards less obvious choices (the long tail), and (3) the perceived novelty of recommendations is likely to be more influential than their perceived accuracy. Overall, the results of these studies improve our understanding of the persuasion phenomena induced by RSs, and have implications that can be of interest to academic scholars, designers, and adopters of this class of systems. Many people share their activities with others through online communities. These shared activities have an impact on other users' activities. For example, users are likely to become interested in items that are adopted (e.g. liked, bought and shared) by their friends. In this paper, we propose a probabilistic model for discovering latent influence from sequences of item adoption events. An inhomogeneous Poisson process is used for modeling a sequence, in which adoption by a user triggers the subsequent adoption of the same item by other users. For modeling adoption of multiple items, we employ multiple inhomogeneous Poisson processes, which share parameters, such as influence for each user and relations between users. The proposed model can be used for finding influential users, discovering relations between users and predicting item popularity in the future. We present an efficient Bayesian inference procedure of the proposed model based on the stochastic EM algorithm. The effectiveness of the proposed model is demonstrated by using real data sets in a social bookmark sharing service. Influence is a complex and subtle force that governs the dynamics of social networks as well as the behaviors of involved users. Understanding influence can benefit various applications such as viral marketing, recommendation, and information retrieval. However, most existing works on social influence analysis have focused on verifying the existence of social influence. Few works systematically investigate how to mine the strength of direct and indirect influence between nodes in heterogeneous networks. To address the problem, we propose a generative graphical model which utilizes the heterogeneous link information and the textual content associated with each node in the network to mine topic-level direct influence. Based on the learned direct influence, a topic-level influence propagation and aggregation algorithm is proposed to derive the indirect influence between nodes. We further study how the discovered topic-level influence can help the prediction of user behaviors. We validate the approach on three different genres of data sets: Twitter, Digg, and citation networks. Qualitatively, our approach can discover interesting influence patterns in heterogeneous networks. Quantitatively, the learned topic-level influence can greatly improve the accuracy of user behavior prediction. Recommender systems associated with social networks often use social explanations (e.g. "X, Y and 2 friends like this") to support the recommendations. We present a study of the effects of these social explanations in a music recommendation context. We start with an experiment with 237 users, in which we show explanations with varying levels of social information and analyze their effect on users' decisions. We distinguish between two key decisions: the likelihood of checking out the recommended artist, and the actual rating of the artist based on listening to several songs. We find that while the explanations do have some influence on the likelihood, there is little correlation between the likelihood and actual (listening) rating for the same artist. Based on these insights, we present a generative probabilistic model that explains the interplay between explanations and background information on music preferences, and how that leads to a final likelihood rating for an artist. Acknowledging the impact of explanations, we discuss a general recommendation framework that models external informational elements in the recommendation interface, in addition to inherent preferences of users.