Online Social Networks for Crowdsourced Multimedia-Involved Behavioral Testing: An Empirical Study

Online social networks have emerged as effective crowdsourcing media to recruit participants in recent days. However, issues regarding how to effectively exploit them have not been adequately addressed yet. In this paper, we investigate the reliability and effectiveness of multimedia-involved behavioral testing via social network-based crowdsourcing, especially focused on Facebook as a medium to recruit participants. We conduct a crowdsourcing-based experiment for a music recommendation problem. It is shown that different advertisement methods yield different degrees of efficiency and there exist significant differences in behavioral patterns across different genders and different age groups. In addition, we perform a comparison of our experiment with other multimedia-involved crowdsourcing experiments built on Amazon Mechanical Turk (MTurk), which suggests that crowdsourcing-based experiments using social networks for recruitment can achieve comparable efficiency. Based on the analysis results, advantages and disadvantages of social network-based crowdsourcing and suggestions for successful experiments are also discussed. We conclude that social networks have the potential to support multimedia-involved behavioral tests to gather in-depth data even for long-term periods.