exploring social influence on customer engagement: a pilot study on the effects of social learning,...

Social Influence on Customer

Engagement

A Pilot Study on the Effects of

Social Learning, Social Comparison, and Normative Influence

Agnis Stibe

Harri Oinas-Kukkonen

Tuomas Lehto

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Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”

Why did it?

Who are?

What did?

How did it?

What found?

What concluded?

WE

HICSS-46 ConferenceMaui, Hawaii, January 9, 2013

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Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”

PROJECT

Social Media Integrated in

Physical Space

(Airports)

HICSS-46 ConferenceMaui, Hawaii, January 9, 2013

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Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”

How social media can be used to

increase traveler’s participation in

feedback sharing while in airports

?HICSS-46 ConferenceMaui, Hawaii, January 9, 2013

Behavior

Change

.oulu.fi

Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”

Why did it?

Who are?

What did?

How did it?

What found?

What concluded?

WE

HICSS-46 ConferenceMaui, Hawaii, January 9, 2013

.oulu.fi

Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”

We are group

HICSS-46 ConferenceMaui, Hawaii, January 9, 2013

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Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”

Oulu Advanced Research on

Software and Information Systems

Socio-T

echnica

l Syst

ems

Human-Computer Interaction

Persuasive Technology

HICSS-46 ConferenceMaui, Hawaii, January 9, 2013

.oulu.fi

Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”

Persuasio

n

The influence of beliefs, attitudes, intentions, motivations, or behaviors.

A process aimed at changing people’s

attitude or behavior by using written or spoken words to convey information,

feelings, or reasoning, or a combination of them.

HICSS-46 ConferenceMaui, Hawaii, January 9, 2013

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Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”

Persuasive Technology

HICSS-46 ConferenceMaui, Hawaii, January 9, 2013

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Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”

Domains Health

Energy

Ecology

Business

Other

Chatterjee, S. and Price, A. 2009 “Healthy Living with Persuasive Technologies: Framework, Issues, and

Challenges.” HICSS-46 ConferenceMaui, Hawaii, January 9, 2013

.oulu.fi

Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”

Oulu Advanced Research on

Software and Information Systems

Socio-T

echnica

l Syst

ems

Human-Computer Interaction

Persuasive Technology

Behavior Change Support Systems

HICSS-46 ConferenceMaui, Hawaii, January 9, 2013

.oulu.fi

Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”

Behavior Change

Support Syste

m

is a socio-technical information system with psychological and behavioral outcomes

designed to form, alter or reinforce

attitudes, behaviors or an act of complying

without using coercion or deception.Oinas-Kukkonen, H. 2012

“A Foundation for the Study of Behavior Change Support Systems.”

HICSS-46 ConferenceMaui, Hawaii, January 9, 2013

.oulu.fi

Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”

Oulu Advanced Research on

Software and Information Systems

Socio-T

echnica

l Syst

ems

Human-Computer Interaction

Persuasive Technology

Behavior Change Support Systems

Persuasive Systems Design model

28 Features

HICSS-46 ConferenceMaui, Hawaii, January 9, 2013

.oulu.fi

Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”

Persuasiv

e Systems D

esign

model

28

featuresin 4 categories

Social Influence

Oinas-Kukkonen, H. and Harjumaa, M. 2009 “Persuasive Systems Design: Key Issues, Process Model, and System

Features.” HICSS-46 ConferenceMaui, Hawaii, January 9, 2013

.oulu.fi

Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”

How people located in airports can be

socially influenced through

information systems to change their

behavior targeted to feedback sharing

? F

HICSS-46 ConferenceMaui, Hawaii, January 9, 2013

.oulu.fi

Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”

Why did it?

Who are?

What did?

How did it?

What found?

What concluded?

HICSS-46 ConferenceMaui, Hawaii, January 9, 2013

.oulu.fi

Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”

Social Cognitive Model(adapted to the IS context)

BEHAVIORAL

BEHAVIORAL INTENTION:-To engage in feedback sharing (using information system)

PERSONAL

USER FACTORS:-Vicarious learning-Self-regulation

ENVIRONMENTAL

SOFTWARE FEATURES:-Social learning-Social comparison-Normative influence

HICSS-46 ConferenceMaui, Hawaii, January 9, 2013

Bandura, A.Social Cognitive Theory

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Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”

HICSS-46 ConferenceMaui, Hawaii, January 9, 2013

Research Model

Ajzen, I.Theory of Planned Behavior

Festinger, L.Theory of Social Comparison Processes

.oulu.fi

Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”

Why did it?

Who are?

What did?

How did it?

What found?

What concluded?

HICSS-46 ConferenceMaui, Hawaii, January 9, 2013

.oulu.fi

Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”

Social Learning

Social Comparison

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Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”

Social Learning

Normative Influence

.oulu.fi

Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”

HICSS-46 ConferenceMaui, Hawaii, January 9, 2013

22 minutes

6 questions in

loop

Twitter

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Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”

IADIS WWW/Internet ConferenceMadrid, October 19, 2012

69 30 39Participants SC NI

23%

77%

Female Male

68%

19%

13%

Under 24 years 25-29 years Over 30 years

.oulu.fi

Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”

HICSS-46 ConferenceMaui, Hawaii, January 9, 2013

.oulu.fi

Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”

Why did it?

Who are?

What did?

How did it?

What found?

What concluded?

HICSS-46 ConferenceMaui, Hawaii, January 9, 2013

.oulu.fi

Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”

HICSS-46 ConferenceMaui, Hawaii, January 9, 2013

Results from PLS-

SEM(WarpPLS 3.0)

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Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”

HICSS-46 ConferenceMaui, Hawaii, January 9, 2013

Total Effects

.oulu.fi

Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”

HICSS-46 ConferenceMaui, Hawaii, January 9, 2013

Total Effects

.oulu.fi

Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”

Why did it?

Who are?

What did?

How did it?

What found?

What concluded?

HICSS-46 ConferenceMaui, Hawaii, January 9, 2013

.oulu.fi

Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”

HICSS-46 ConferenceMaui, Hawaii, January 9, 2013

Contribution

s

Implications

Limitations Future

Research

Theory-driven research

model

Measurement instrument

Results

Analysis

For research:

Further theory

development

For practice:

IS for feedback collection

Model improvements

Design of persuasive

features

Item testing

Real life settings

Simulated airport setting

Narrow sample:

- Age

- Education

Agnis.Stibe@oulu.fi

@agsti

+358 401490499

Thanks to:

the Foundation of Nokia Corporation

the Finnish Funding Agency for Technology and Innovation

the Doctoral Program on Software and Systems Engineering