Effects of Social Influence in Peer Online Recommendation

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Provided by: Cornell University
Topic: Networking
Format: PDF
Website providers often use peer recommendation to help people find interesting content. A common method for leveraging opinions of others on these web sites is to display the number of prior recommendations as a social signal. How people react to these social influence signals, in combination with other effects, such as the quality of content and its presentation order, determines how many recommendations content receives. Using Amazon mechanical turk, the authors experimentally measure the effects of social influence on user decisions to recommend content.
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