Do you know the speaker?: An online experiment with authority messages on event websites

With the widespread adoption of the Web, many companies and organizations have established websites that provide information and support online transactions (e.g., buying products or viewing content). Unfortunately, users have limited attention to spare for interacting with online sites. Hence, it i...

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Main Authors: LIM, Kwan-Hui, JIANG, Binyan, LIM, Ee Peng, Palakorn, Achananuparp
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2014
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Online Access:https://ink.library.smu.edu.sg/sis_research/2621
https://ink.library.smu.edu.sg/context/sis_research/article/3621/viewcontent/C96___Do_you_know_the_speaker_An_online_experiment_with_authority_messages_on_event_websites__WWW2014_.pdf
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spelling sg-smu-ink.sis_research-36212018-07-13T04:25:31Z Do you know the speaker?: An online experiment with authority messages on event websites LIM, Kwan-Hui JIANG, Binyan LIM, Ee Peng Palakorn, Achananuparp With the widespread adoption of the Web, many companies and organizations have established websites that provide information and support online transactions (e.g., buying products or viewing content). Unfortunately, users have limited attention to spare for interacting with online sites. Hence, it is of utmost importance to design sites that attract user attention and effectively guide users to the product or content items they like. Thus, we propose a novel and scalable experimentation approach to evaluate the effectiveness of online site designs. Our case study focuses on the effects of an authority message on visitors' browsing behavior on workshop and seminar online announcement sites. An authority message emphasizes a particular prominent speaker and his/her achievements. Through dividing users into control and treatment groups and carefully tracking their online activities, we observe that the authority message influences the way users interact with page elements on the website and increases their interests in the authority speakers. 2014-04-01T07:00:00Z text application/pdf https://ink.library.smu.edu.sg/sis_research/2621 info:doi/10.1145/2567948.2580068 https://ink.library.smu.edu.sg/context/sis_research/article/3621/viewcontent/C96___Do_you_know_the_speaker_An_online_experiment_with_authority_messages_on_event_websites__WWW2014_.pdf http://creativecommons.org/licenses/by-nc-nd/4.0/ Research Collection School Of Computing and Information Systems eng Institutional Knowledge at Singapore Management University Databases and Information Systems Social Influence and Political Communication
institution Singapore Management University
building SMU Libraries
continent Asia
country Singapore
Singapore
content_provider SMU Libraries
collection InK@SMU
language English
topic Databases and Information Systems
Social Influence and Political Communication
spellingShingle Databases and Information Systems
Social Influence and Political Communication
LIM, Kwan-Hui
JIANG, Binyan
LIM, Ee Peng
Palakorn, Achananuparp
Do you know the speaker?: An online experiment with authority messages on event websites
description With the widespread adoption of the Web, many companies and organizations have established websites that provide information and support online transactions (e.g., buying products or viewing content). Unfortunately, users have limited attention to spare for interacting with online sites. Hence, it is of utmost importance to design sites that attract user attention and effectively guide users to the product or content items they like. Thus, we propose a novel and scalable experimentation approach to evaluate the effectiveness of online site designs. Our case study focuses on the effects of an authority message on visitors' browsing behavior on workshop and seminar online announcement sites. An authority message emphasizes a particular prominent speaker and his/her achievements. Through dividing users into control and treatment groups and carefully tracking their online activities, we observe that the authority message influences the way users interact with page elements on the website and increases their interests in the authority speakers.
format text
author LIM, Kwan-Hui
JIANG, Binyan
LIM, Ee Peng
Palakorn, Achananuparp
author_facet LIM, Kwan-Hui
JIANG, Binyan
LIM, Ee Peng
Palakorn, Achananuparp
author_sort LIM, Kwan-Hui
title Do you know the speaker?: An online experiment with authority messages on event websites
title_short Do you know the speaker?: An online experiment with authority messages on event websites
title_full Do you know the speaker?: An online experiment with authority messages on event websites
title_fullStr Do you know the speaker?: An online experiment with authority messages on event websites
title_full_unstemmed Do you know the speaker?: An online experiment with authority messages on event websites
title_sort do you know the speaker?: an online experiment with authority messages on event websites
publisher Institutional Knowledge at Singapore Management University
publishDate 2014
url https://ink.library.smu.edu.sg/sis_research/2621
https://ink.library.smu.edu.sg/context/sis_research/article/3621/viewcontent/C96___Do_you_know_the_speaker_An_online_experiment_with_authority_messages_on_event_websites__WWW2014_.pdf
_version_ 1770572527040462848