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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 result that Facebook recruits people faster than e-mail is robust after imputing values of missing data.The hazard ratio of online media is significantly larger than one controlling for media homophily, workweek, daytime, time left, age, and gender factors (HR = 1.892, p<0.01). It indicates that the mobilization speed of Facebook users is faster than that of e-mail users. Mobilization speed was much faster when media homophily is present, compared to when there is no media homophily (p<0.01). There are no significant differences in mobilization speed between workday and weekend, daytime and night, or between women and men. The closer to the contest end date, the slower the mobilization speed (p<0.01). Middle-aged adults were recruited faster than youth (p<0.05).
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pone.0134811.g004: The result that Facebook recruits people faster than e-mail is robust after imputing values of missing data.The hazard ratio of online media is significantly larger than one controlling for media homophily, workweek, daytime, time left, age, and gender factors (HR = 1.892, p<0.01). It indicates that the mobilization speed of Facebook users is faster than that of e-mail users. Mobilization speed was much faster when media homophily is present, compared to when there is no media homophily (p<0.01). There are no significant differences in mobilization speed between workday and weekend, daytime and night, or between women and men. The closer to the contest end date, the slower the mobilization speed (p<0.01). Middle-aged adults were recruited faster than youth (p<0.05).

Mentions: For the analysis shown in Models 1–6 of Table 3, we used the data for 322 participants that provided full information. However, there were 275 participants who used either Facebook or e-mail that did not provide information on one or more of the control variables we used in the Cox proportional hazard analysis. To address these missing values, we conducted two further analyses to test for the robustness of our results. The first uses an imputation method for missing values using logistic regression to impute the values of missing data and then run the Cox proportional hazard model on the full-imputed dataset. The result that the mobilization speed of Facebook users was faster than that of e-mail users is robust under this method of imputation of missing values. In particular, the hazard ratio of online media is larger than one and almost the same with the analysis using the complete data as shown in Fig 4. In the second approach, we drop one variable at a time from Model 6 of Table 3 in order to increase the number of observations/participants and hence account for missing data. The results are also robust with that using only the complete dataset as Facebook users are faster than e-mail uses as shown in Fig 5.


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 result that Facebook recruits people faster than e-mail is robust after imputing values of missing data.The hazard ratio of online media is significantly larger than one controlling for media homophily, workweek, daytime, time left, age, and gender factors (HR = 1.892, p<0.01). It indicates that the mobilization speed of Facebook users is faster than that of e-mail users. Mobilization speed was much faster when media homophily is present, compared to when there is no media homophily (p<0.01). There are no significant differences in mobilization speed between workday and weekend, daytime and night, or between women and men. The closer to the contest end date, the slower the mobilization speed (p<0.01). Middle-aged adults were recruited faster than youth (p<0.05).
© Copyright Policy
Related In: Results  -  Collection

License
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getmorefigures.php?uid=PMC4589319&req=5

pone.0134811.g004: The result that Facebook recruits people faster than e-mail is robust after imputing values of missing data.The hazard ratio of online media is significantly larger than one controlling for media homophily, workweek, daytime, time left, age, and gender factors (HR = 1.892, p<0.01). It indicates that the mobilization speed of Facebook users is faster than that of e-mail users. Mobilization speed was much faster when media homophily is present, compared to when there is no media homophily (p<0.01). There are no significant differences in mobilization speed between workday and weekend, daytime and night, or between women and men. The closer to the contest end date, the slower the mobilization speed (p<0.01). Middle-aged adults were recruited faster than youth (p<0.05).
Mentions: For the analysis shown in Models 1–6 of Table 3, we used the data for 322 participants that provided full information. However, there were 275 participants who used either Facebook or e-mail that did not provide information on one or more of the control variables we used in the Cox proportional hazard analysis. To address these missing values, we conducted two further analyses to test for the robustness of our results. The first uses an imputation method for missing values using logistic regression to impute the values of missing data and then run the Cox proportional hazard model on the full-imputed dataset. The result that the mobilization speed of Facebook users was faster than that of e-mail users is robust under this method of imputation of missing values. In particular, the hazard ratio of online media is larger than one and almost the same with the analysis using the complete data as shown in Fig 4. In the second approach, we drop one variable at a time from Model 6 of Table 3 in order to increase the number of observations/participants and hence account for missing data. The results are also robust with that using only the complete dataset as Facebook users are faster than e-mail uses as shown in Fig 5.

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