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Emphasizing Social Features in Information Portals: Effects on New Member Engagement.

Nikhil Sharma¹, Brian S Butler, Jeannie Irwin

¹Katz Graduate School of Business, University of Pittsburgh, 268 Mervis Hall, Pittsburgh, PA 15260. {nsharma, bbutler}@katz.pitt.edu.

Journal of the American Society for Information Science and Technology : JASIST

|April 30, 2013

Summary

This summary is machine-generated.

Highlighting social features in online portals may deter users. A study found that emphasizing social aspects in invitations and welcome pages decreased user sign-ups and engagement, contrary to expectations.

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Area of Science:

Human-Computer Interaction
Social Computing
Information Science

Background:

Information portals increasingly integrate social features to improve user experience.
Invitations and welcome pages often highlight these social aspects to encourage participation.

Purpose of the Study:

To investigate the impact of emphasizing social features on user responses to invitations.
To assess the effect on user decisions to join, profile information provision, and engagement with social features.

Main Methods:

A quasi-experiment was conducted to evaluate the effects of social emphasis.
User responses were measured across invitations and initial welcome page interactions.

Main Results:

Social emphasis in invitations did not significantly affect responsiveness but decreased joining and profile information provision.
Social emphasis on welcome pages also reduced joining, profile sharing, and social feature engagement.

Conclusions:

Highlighting social features in online portals may not always be an effective strategy.
Unexpectedly, social emphasis can lead to decreased user acquisition and engagement.