Brandon Van Der Heide

A social network as information: The effect of system generated reports of connectedness on credibility on Twitter

Social media have gained increased usage rapidly for a variety of reasons. News and information is one such reason. The current study examines how system-generated cues available in social media impact perceptions of a sources credibility. Participants were asked to view one of six mock Twitter.com pages that varied both the number of followers and the ratio between followers and follows on the page and report their perceived source credibility. Data indicate that curvilinear effects for number of followers exist, such that having too many or too few connections results in lower judgments of expertise and trustworthiness. Having a narrow gap between the number of followers and follows also led to increased judgments of competence. Implications of these findings are discussed, along with limitations of the current study and directions for future research.

How do people really seek information about others?: Information seeking across Internet and traditional communication channels

The present research describes the manner in which individuals use various media in the interpersonal information seeking process. Stephens’ (2007) information and communication technology (ICT) succession theory was applied to an interpersonal information seeking context, and hypotheses and research questions about the channels people use to seek information about others of various relationship to the seeker were offered. Two hundred and twenty-five participants responded to a survey about this topic, and they reported a greater likelihood to seek information about less-known targets using channels where they would be unidentifiable. However, participants reported a greater likelihood to seek information about more-known targets using channels where they would be identifiable. Channels such as social networking websites were frequently reported to be useful regardless of whether the target was well known or less known. Properties of these channels and their implications for interpersonal information seeking as well as theoretical implications of these findings are discussed and directions for future research are examined.

Evaluating the wisdom of strangers: : the perceived credibility of online consumer reviews on yelp

This study examined the effects of review valence, the reviewer profile, and the receivers familiarity with the platform (user/nonuser) on the perceived credibility of a review on Yelp.com and on the receivers attitude toward the reviewed object. The results demonstrated a difference in cue-taking between users and nonusers. For users, there was an interaction effect of 2 profile cues (number of friends and number of reviews) on competence. Users interpreted the cues in combination, whereas non-users were not influenced by them. The friends?×?reviews?×?platform familiarity interaction indirectly affected attitude through competence. Further, review valence was positively associated with perceived credibility and attitude. The findings support and extend the social information processing theory and cue combination literature.

Interaction of Interpersonal, Peer, and Media Influence Sources Online: A Research Agenda for Technology Convergence

This essay renews consideration of how new communication technologies integrates mass, interpersonal, and other communication dynamics, and proposes research to help understand reciprocal social influence processes and information processing patterns in technologyenhanced exchanges. We review discussions about the division and proposed integrations among mass and interpersonal communication research. We argue that recent technologies fostering the intersection of virtual communities and mass messages through Web 2.0 applications offer particular salience to information from anonymous peers, and that a distinctive aspect of many new technologies is that they simultaneously present multiple types of influence sources—mass, peer, and/or interpersonal—in a manner that redefines or re-orders influence processes. We further develop a framework in which interpersonal motivations which computer-mediated communication make especially potent drive mass media information sampling and information processing. New types of public messaging may also be best investigated by stringent analyses of composers’ interpersonal functional goals. Authors’ notes: Authors are listed alphabetically. Affiliations include Department of Telecommunication, Information Studies & Media, Department of Advertising, Public Relations, & Retailing, and Department of Communication. Convergence of Online Influence Sources, 2 The Interaction of Interpersonal, Peer, and Media Influence Sources Online: A Communication Research Agenda for Technology Convergence Developments in communication technologies are raising new questions and resurrecting old questions about the interplay of interpersonal, mass, and—we wish to argue—peer communication. Questions about the interplay of mass media and interpersonal processes are not altogether new. Twenty years ago a special issue of Human Communication Research featured discussions of the “false dichotomy” between mass and interpersonal communication research. These and other critiques of the fields and foci of mass and interpersonal communication seem to focus on three issues: Some of these essays review the history and nature of the paradigms. Others illustrate how traditional mass communication events and interpersonal processes cycle and sequence with one another and have always done so. Yet others suggested the new communication technologies demand a revised view of mass and interpersonal processes; that new technologies blur the boundaries between interpersonal and mass communication events and/or the roles that communicators take on using new systems. Likewise, arguments have been made that the “convergence” of old and new media demands new and unified perspectives on traditionally segregated processes. Some of the questions and assertions on this subject deserve reconsideration in light of recent technological developments, many of which were unforeseen when previous pronouncements were articulated, that change relationships of mass and interpersonal sources. More specifically, some new communication technologies are changing the manner of reception by which individuals acquire information from institutional, interpersonal, and peer information sources. Technology changes the temporal and contiguous presentations of these sources, and may in fact change the information processing and social influence dynamics among these sources; that is, the sequence with which sources are sampled or the simultaneousness with which they appear may have potent effects on the information processing filters and biases. “Media convergence” is a term that has been used to connote several phenomena that are brought about by advancements in telecommunication technology that may change some aspect of the communication process. Sometimes the term refers to the blending of previously individuated mass media: one can watch movies on one’s computer, for example. We wish to discuss another kind of convergence: the potential for simultaneous communication via computers of both conceptually mass and interpersonal channels. For example, one can examine the NYTimes.com while chatting about its content with a friend via Instant Messenger; one can draw political news from a blogger, and post an individual reaction on that blog as a comment. Moreover, in addition to mass and interpersonal sources, new communication technology has made incredibly salient another information source, virtual communities and other forms of peergenerated information, which is accessible at a previously impossible level. This addition may further affect the balance of sources social influence in several settings. How these information streams influence individuals, of course, is not a magic bullet. We believe that in many cases a deeper understanding of the use and influence of these sources may be derived through a renewed focus on the interpersonal goals that may drive users’ information-seeking and processing. How these new Convergence of Online Influence Sources, 3 juxtapositions of institutional, peer, and interpersonal sources may change information processing patterns and effects of information consumption will have much to do with the interplay of motives that drive particular interactions. Technology has also generated new forms of communication, in social networking sites and other systems, which bridge the structural and functional characteristics of mass/interpersonal/peer communication. Such technologies invite research that will advance understanding of how individuals conceptualize communication, instantiate communication strategies, and interpret new mediated message forms and content. The purposes of the present work are several. First, we revisit approaches to the division and interaction of mass and interpersonal communication processes, to see what questions and assertions have been raised that may continue to guide understanding of these processes as they unfold via new technologies. Second, we will attempt to articulate an expanded perspective on the interplay of institutional, peer, and interpersonal sources through contemporary communication technologies, and to articulate research agendas that can help understanding of the information processing patterns that such convergent forms make likely. Third, we identify new forms and functions of mediated communication that challenge previous classifications, in order to invoke principles that may focus research to help explain these new phenomena. Perspectives on Mass/Interpersonal Divisions and Mergers Traditionally, mass communication processes have been conceptualized as oneway message transmissions from one source to a large, relatively undifferentiated and anonymous audience. Interpersonal communication involves smaller numbers of participants who exchange messages designed for, and directed toward, particular others. Interpersonal communication has been considered a two-way message exchange between two or more individuals in which communication strategies are shaped by the instrumental and relational goals of the individuals involved, and the knowledge about one another’s idiosyncratic preferences (see for review Berger & Chaffee, 1989; Cappella, 1989). Several landmark works involve both mass communication and interpersonal processes to render a comprehensive understanding of particular phenomena. The manner in which most people form and change opinions of politics, style, and other cultural issues is well-known to involve mass media messages and interpersonal discussions(e. g., Katz, 1957; Katz & Lazarsfeld, 1955; Lazarsfeld, Berelson, & Gaudet, 1944). Similarly, the integration of mass and interpersonal processes is necessary in order to understand the diffusion of innovations, a communication process that incorporates both mass and interpersonal communication in its very conceptualization (Reardon & Rogers, 1988). Despite their organic relationship in some processes, a review of their conceptual and disciplinary differences shows that the exploration of mass and interpersonal processes often takes place in isolation of one another. This separation helps make clear how they operate together when they do, as well as to set the stage for consideration of their interactions, mergers, and/or convergences. Several commentators have illuminated the causes and consequences of a disciplinary divide between mass and interpersonal communication research. Wiemann, Hawkins, and Pingree (1988) attributed the division to historical and Convergence of Online Influence Sources, 4 academic/bureaucratic differences. Reardon and Rogers (1988) argued that the division developed as a result of scholar’s efforts to define their distinctive contributions to social science. Interpersonal scholars followed the tradition of psychology and social psychology from the 1920s-1930s. Key sources such as Heider’s (1958) Psychology of Interpersonal Relations and the approaches employed by psychologists, sociologists, and anthropologists such as Argyle, Goffman, and Bateson, respectively, helped solidify the relevance of social scientific research on face-to-face interaction and relationships (Reardon & Rogers, 1988), leading to the subarea of interpersonal communication. Mass media research evolved primarily from sociology and political science (Reardon & Rogers, 1988). Mass media research examined how mediated messages affect large audiences. These alternative sub-areas allowed scholars to focus, define, and justify their academic endeavors. Despite its historical utility, this division has been lamented for a variety of reasons. The most prevalent concern is a lack of synthesis between mass and interpersonal communication in terms of the theories and research methods that have developed under alternative foci, to the extent that scholars with functionally similar interests may not be aware of the scientific work being performed outside of their area of specialization (Berger & Chaffee, 1988; Pingree et al., 1988, Reard

The effects of product photographs and reputation systems on consumer behavior and product cost on eBay

For years, computer-mediated communication (CMC) research has explored and theorized about the effects of technology on the process of interpersonal impression formation. However, as the Internet has evolved to allow users to accomplish more and more day-to-day tasks (e. g., the buying and selling of goods and services) little research and theory development has explored how non-interpersonal impressions form on the internet. This work seeks to extend theoretical perspectives on online signaling (the warranting effect; Walther & Parks, 2002) to predict consumer behavior on the popular online auction website, eBay.com. A content analysis of 217 completed eBay auctions revealed that auctions that featured higher seller reputation scores and actual product photographs (vs. stock photographs) generated more bidding interest and resulted in higher final sales prices. These findings as well as future theoretical development in this area are discussed.

How People Evaluate Online Reviews

The ability viewers have to contribute information to websites (i.e., user-generated content) is a defining feature of the participatory web. Building on warranting theory, this study examined how viewers’ evaluations of a target are more or less likely to be influenced by user-generated content. The results indicate that the more a target is perceived to be able to control the dissemination of user-generated reviews online, the less credence people place in those reviews when forming impressions of the target. In addition, the less people are confident that user-generated reviews are truly produced by third-party reviewers, the less people trust those reviews. The results provide novel support for warranting theory by illustrating how the warranting value of user-generated information can vary and thus differentially affect viewers’ evaluations of a target. The implications of the study’s results for warranting theory, online impression management, e-commerce, and future research are discussed.

On the Conditional Cueing of Credibility Heuristics: The Case of Online Influence

When seeking information, Internet users often find multiple communicators co-presenting and expressing their opinions. This study examined how people judge message senders’ credibility in a multi-source environment based on system-generated cues, the consensus among multiple sources, and the effect of receiver’s familiarity with the online platform. Moreover, this research examined the mediating role of source credibility in attitude change in an online consumer-review community. Results indicated that users familiar with a platform were more likely to use system-generated cues for their judgment of credibility along with consensus heuristics, and the combination of heuristics influenced attitude through credibility. However, unfamiliar users relied on consensus heuristics but not system-generated cues. These findings and their theoretical implications are discussed.

The Proteus Effect in Dyadic Communication: Examining the Effect of Avatar Appearance in Computer-Mediated Dyadic Interaction

An original experiment explored the differing predictions of the Proteus effect (Yee & Bailenson) and behavioral compensation processes (Bond) in dyadic computer-mediated interaction. The experiment randomly assigned male dyad members to see an attractive, unattractive, or no avatar representation of his female partner, while female dyad members were assigned to see either attractive, unattractive, or no avatar representation of themselves. Results supported the hypothesized behavioral compensation effect such that both partner and naïve observer reports of relational communication suggested that females who saw unattractive avatars of themselves behaved more positively toward their partners than those who saw no avatar or saw an attractive avatar. These results, their theoretical implications, and future directions are discussed.

The Formation of Physician Impressions in Online Communities Negativity, Positivity, and Nonnormativity Effects

Computer-mediated communication (CMC) research has long been interested in how interpersonal impressions form online. This research argues that, given the advance of technology and the diversity in online communities, researchers must now consider the context in which social information appears in order to more fully understand the effects of social information on impression formation. This research explored three different paths through which the relationship between the context of a website and the social information presented impacts credibility impressions: the negativity effect, the positivity effect, and the nonnormativity effect. An original 2 (valence of photograph: casual vs. professional) × 2 (normative context: WebMD vs. Facebook) experiment examining the impact of moving identical cues across contexts found normative expectations impact impression formation. Strongest support was found for a nonnormativity effect: cues that defied normative expectations were more influential whether they were positive or negative.

Can sharing affect liking? Online taste performances, feedback, and subsequent media preferences

An experiment tested whether online sharing improves attitudes toward media content.Participants shared their taste publicly or privately, and received feedback.Negative feedback reduced liking of content shared publicly or privately.Publicly expressed attitudes were strengthened for frequent sharers.Effects of negative and positive feedback were evident one week later. Web users share media content with each other in order to express tastes and manage impressions. This study examines this growing intersection between mass media use and computer-mediated communication. The consequences of these online taste performances for an individuals subsequent media preferences and media consumption were unknown. The identity shift framework is applied to explain how the display of tastes can alter later preferences. Specifically, an experiment tested for changes in attitudes toward media content after computer-mediated sharing, to examine how attitudes might change as a result of impression management. Taste performances were expected to result in identity shift due to mechanisms of publicness and feedback. A 2i?3 (publicnessi?feedback) between-subjects experiment tested these predictions. Participants evaluated and shared artistic photographs. Public sharing led to stronger attitudes among individuals who frequently displayed their tastes online but to weaker attitudes among individuals who rarely shared. Negative feedback consistently weakened attitudes toward shared photos, an effect that persisted for a week. Positive feedback yielded a sleeper effect on the appeal of alternative photos. The results have implications for creators, distributors, and marketers of media content, as well as for social media platforms where media content is shared.