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.
In this paper, we study how well people's suggestions match the recipient's interests when they share items with known friends and compare their results with algorithmic recommendations. Instead of making inferences from profile information @cite_5 , people rely on their own knowledge about a friend to choose which items to share, which we see as a more natural recommendation scenario. For consistency in terminology, we use recommendations to refer to algorithmic recommendations and shares to refer to human-generated directed recommendations in the rest of the paper.
@cite_5
2075329139
Algorithmic recommender systems attempt to predict which items a target user will like based on information about the user's prior preferences and the preferences of a larger community. After more than a decade of widespread use, researchers and system users still debate whether such "impersonal" recommender systems actually perform as well as human recommenders. We compare the performance of MovieLens algorithmic predictions with the recommendations made, based on the same user profiles, by active MovieLens users. We found that algorithmic collaborative filtering outperformed humans on average, though some individuals outperformed the system substantially and humans on average outperformed the system on certain prediction tasks.