Digital nudging for online social sharing: Evidence from a randomized field experiment

Ni Huang, Pei Yu Chen, Yili Hong, Shin Yi Wu

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

This study investigates the effectiveness of digital nudging for users’ social sharing of online platform content. In collaboration with a leading career and education online platform, we conducted a large-scale randomized experiment of digital nudging using website popups. Grounding on the Social Capital Theory and the individual motivation mechanism, we proposed and tested four kinds of nudging messages: simple request, monetary incentive, relational capital, and cognitive capital. We find that nudging messages with monetary incentive, relational and cognitive capital framings lead to increase in social sharing behavior, while nudging message with simple request decreases social sharing, comparing to the control group without nudging. This study contributes to the prior research on digital nudging by providing causal evidence of effective nudging for online social sharing behavior. The findings of this study also provide valuable guidelines for the optimal design of online platforms to effectively nudge/encourage social sharing in practice.

Original languageEnglish (US)
Title of host publicationProceedings of the 51st Annual Hawaii International Conference on System Sciences, HICSS 2018
EditorsTung X. Bui
PublisherIEEE Computer Society
Pages1483-1491
Number of pages9
ISBN (Electronic)9780998133119
StatePublished - 2018
Event51st Annual Hawaii International Conference on System Sciences, HICSS 2018 - Big Island, United States
Duration: Jan 2 2018Jan 6 2018

Publication series

NameProceedings of the Annual Hawaii International Conference on System Sciences
Volume2018-January
ISSN (Print)1530-1605

Conference

Conference51st Annual Hawaii International Conference on System Sciences, HICSS 2018
Country/TerritoryUnited States
CityBig Island
Period1/2/181/6/18

ASJC Scopus subject areas

  • Engineering(all)

Fingerprint

Dive into the research topics of 'Digital nudging for online social sharing: Evidence from a randomized field experiment'. Together they form a unique fingerprint.

Cite this