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Effect of Media Usage Selection on Social Mobilization Speed: Facebook vs E-Mail.

Wang J, Madnick S, Li X, Alstott J, Velu C - PLoS ONE (2015)

Bottom Line: We include other factors that may influence mobilization speed (gender, age, timing, and homophily of information source) in our model as control variables in order to isolate the effect of such factors.We show that, in this experiment, although more people used e-mail to recruit, the mobilization speed of Facebook users was faster than that of those that used e-mail.After controlling for other factors, we show that Facebook users were 1.84 times more likely to register compared to e-mail users in the next period if they have not done so at any point in time.

View Article: PubMed Central - PubMed

Affiliation: Management Science and Engineering, Harbin Institute of Technology, Harbin, China.

ABSTRACT
Social mobilization is a process that enlists a large number of people to achieve a goal within a limited time, especially through the use of social media. There is increasing interest in understanding the factors that affect the speed of social mobilization. Based on the Langley Knights competition data set, we analyzed the differences in mobilization speed between users of Facebook and e-mail. We include other factors that may influence mobilization speed (gender, age, timing, and homophily of information source) in our model as control variables in order to isolate the effect of such factors. We show that, in this experiment, although more people used e-mail to recruit, the mobilization speed of Facebook users was faster than that of those that used e-mail. We were also able to measure and show that the mobilization speed for Facebook users was on average seven times faster compared to e-mail before controlling for other factors. After controlling for other factors, we show that Facebook users were 1.84 times more likely to register compared to e-mail users in the next period if they have not done so at any point in time. This finding could provide useful insights for future social mobilization efforts.

No MeSH data available.


Related in: MedlinePlus

The mobilization speed of Facebook users was faster than that of e-mail users.Other social media communications methods reported included: Instant messaging, phone call, text message, other social media (e.g., Twitter), and word of mouth. Indirect methods reported included Langley Knights competition web site, newspaper, television, and radio.
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pone.0134811.g001: The mobilization speed of Facebook users was faster than that of e-mail users.Other social media communications methods reported included: Instant messaging, phone call, text message, other social media (e.g., Twitter), and word of mouth. Indirect methods reported included Langley Knights competition web site, newspaper, television, and radio.

Mentions: Following Alstott et al. [7], the mobilization speed was defined as the interval days from the registration time of one participant to that of their recruit. The mobilization speeds of four categories of recruitees are shown in Fig 1: Those that were recruited using (i) e-mail, (ii) Facebook, (iii) some other media (e.g., telephone, word-of-mouth), and (iv) those that did not report the method by which they were recruited.


Effect of Media Usage Selection on Social Mobilization Speed: Facebook vs E-Mail.

Wang J, Madnick S, Li X, Alstott J, Velu C - PLoS ONE (2015)

The mobilization speed of Facebook users was faster than that of e-mail users.Other social media communications methods reported included: Instant messaging, phone call, text message, other social media (e.g., Twitter), and word of mouth. Indirect methods reported included Langley Knights competition web site, newspaper, television, and radio.
© Copyright Policy
Related In: Results  -  Collection

License
Show All Figures
getmorefigures.php?uid=PMC4589319&req=5

pone.0134811.g001: The mobilization speed of Facebook users was faster than that of e-mail users.Other social media communications methods reported included: Instant messaging, phone call, text message, other social media (e.g., Twitter), and word of mouth. Indirect methods reported included Langley Knights competition web site, newspaper, television, and radio.
Mentions: Following Alstott et al. [7], the mobilization speed was defined as the interval days from the registration time of one participant to that of their recruit. The mobilization speeds of four categories of recruitees are shown in Fig 1: Those that were recruited using (i) e-mail, (ii) Facebook, (iii) some other media (e.g., telephone, word-of-mouth), and (iv) those that did not report the method by which they were recruited.

Bottom Line: We include other factors that may influence mobilization speed (gender, age, timing, and homophily of information source) in our model as control variables in order to isolate the effect of such factors.We show that, in this experiment, although more people used e-mail to recruit, the mobilization speed of Facebook users was faster than that of those that used e-mail.After controlling for other factors, we show that Facebook users were 1.84 times more likely to register compared to e-mail users in the next period if they have not done so at any point in time.

View Article: PubMed Central - PubMed

Affiliation: Management Science and Engineering, Harbin Institute of Technology, Harbin, China.

ABSTRACT
Social mobilization is a process that enlists a large number of people to achieve a goal within a limited time, especially through the use of social media. There is increasing interest in understanding the factors that affect the speed of social mobilization. Based on the Langley Knights competition data set, we analyzed the differences in mobilization speed between users of Facebook and e-mail. We include other factors that may influence mobilization speed (gender, age, timing, and homophily of information source) in our model as control variables in order to isolate the effect of such factors. We show that, in this experiment, although more people used e-mail to recruit, the mobilization speed of Facebook users was faster than that of those that used e-mail. We were also able to measure and show that the mobilization speed for Facebook users was on average seven times faster compared to e-mail before controlling for other factors. After controlling for other factors, we show that Facebook users were 1.84 times more likely to register compared to e-mail users in the next period if they have not done so at any point in time. This finding could provide useful insights for future social mobilization efforts.

No MeSH data available.


Related in: MedlinePlus