Contemporary socio-technical environments hold a great potential to drive a positive influence on the behaviors and attitudes of individuals. Drawing upon social cognitive theory (SCT) and the theory of planned behavior (TPB), this paper explores how and to what extent persuasive social influence features (namely, social learning (SL), social comparison (SC), and normative influence (NI)) alter customer behavior toward engagement in feedback sharing. A theory-driven research model was composed and then analyzed using partial least squares structural equation modeling (PLS-SEM). Based on a pilot experimental study involving 69 Twitter users, the authors indicate that behavioral intention (BI) to engage in feedback sharing is partially explained by the perceived persuasiveness (PP) of a system, which is partly explained by means of NI, which in turn is partly explained by means of SC. On top of that, SL plays an important role in explaining and influencing all of the abovementioned constructs.

1. Social Influence on Customer Engagement
A Pilot Study on the Effects of
Social Learning, Social Comparison, and Normative Influence
Agnis Stibe
Harri Oinas-Kukkonen
Tuomas Lehto

2. Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”
Why did it?
Who are?
What did?
How WE did it?
What found?
What concluded?
HICSS-46 Conference
Maui, Hawaii, January 9, 2013 .oulu.fi

3. Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”
PROJECT
Social Media Integrated in
Physical Space
(Airports)
HICSS-46 Conference
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4. ?
Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”
How social media can be used to
increase traveler’s participation in
Change
feedback sharing
Behavior
while in airports
HICSS-46 Conference
Maui, Hawaii, January 9, 2013 .oulu.fi

5. Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”
Why did it?
Who are?
What did?
How WE did it?
What found?
What concluded?
HICSS-46 Conference
Maui, Hawaii, January 9, 2013 .oulu.fi

6. Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”
We are group
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7. Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”
Oulu Advanced Research on
Software and Information Systems
ms tion
ys
te Int erac
lS p uter
i ca om
hn n-C echnology
-T
ec Hum a Persuasive T
ci o
So
HICSS-46 Conference
Maui, Hawaii, January 9, 2013 .oulu.fi

8. Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”
as ion
rsu
Pe The influence
of beliefs, attitudes, intentions, motivations, or behaviors.
A process aimed at changing people’s
attitude or behavior
by using written or spoken words to convey information, feelings, or
reasoning, or a combination of them.
HICSS-46 Conference
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9. Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”
no logy
ech
asi ve T
Persu
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10. Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”
in s  Health
ma
Do
 Energy
 Ecology
 Business
 Other
Chatterjee, S. and Price, A. 2009
“Healthy Living with Persuasive Technologies: Framework, Issues, and Challenges.”
HICSS-46 Conference
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11. Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”
Oulu Advanced Research on
Software and Information Systems
ms tion
ys
te Int erac
lS p uter
i ca om
hn n-C echnology
-T
ec Hum a Persuasive T
ci o
So
Behavior Change Support Systems
HICSS-46 Conference
Maui, Hawaii, January 9, 2013 .oulu.fi

12. Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”
n ge
ha m
r C ste
vio Sy
ha rt
Be po
Sup is a socio-technical information system with
psychological and behavioral outcomes designed to
form, alter or reinforce
attitudes, behaviors or an act of complying without
using coercion or deception.
Oinas-Kukkonen, H. 2012
“A Foundation for the Study of Behavior Change Support Systems.”
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13. Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”
Oulu Advanced Research on
Software and Information Systems
ms tion
ys
te Int erac
lS p uter
i ca om
hn n-C echnology
-T
ec Hum a Persuasive T
ci o
So
Behavior Change Support Systems
Persuasive Systems Design
model
28 Features
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14. Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”
esign
sD
s tem
Sy 28 features
as ive in 4 categories
rsu l
Pe d e
mo
Social Influence
Oinas-Kukkonen, H. and Harjumaa, M. 2009
“Persuasive Systems Design: Key Issues, Process Model, and System Features.”
HICSS-46 Conference
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15. ?
Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”
F
How people located in airports can be
socially influenced
through information systems to
change their behavior
targeted to feedback sharing
HICSS-46 Conference
Maui, Hawaii, January 9, 2013 .oulu.fi

16. Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”
Why did it?
Who are?
What did?
How did it?
What found?
What concluded?
HICSS-46 Conference
Maui, Hawaii, January 9, 2013 .oulu.fi

17. Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”
Social Cognitive Model
(adapted to the IS context)
PERSONAL
USER FACTORS:
-Vicarious learning
-Self-regulation
ENVIRONMENTAL BEHAVIORAL
SOFTWARE BEHAVIORAL
FEATURES: INTENTION:
-Social learning -To engage in feedback
-Social comparison sharing (using information
-Normative influence system)
Bandura, A.
Social Cognitive Theory
HICSS-46 Conference
Maui, Hawaii, January 9, 2013 .oulu.fi

18. Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”
Research Model
Ajzen, I.
Theory of Planned Behavior
Festinger, L.
Theory of Social Comparison Processes
HICSS-46 Conference
Maui, Hawaii, January 9, 2013 .oulu.fi

19. Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”
Why did it?
Who are?
What did?
How did it?
What found?
What concluded?
HICSS-46 Conference
Maui, Hawaii, January 9, 2013 .oulu.fi

20. Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”
Social Learning
.oulu.fi
Social Comparison

21. Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”
Social Learning
.oulu.fi
Normative Influence

22. Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”
22 minutes
6 questions in loop
Twitter
HICSS-46 Conference
Maui, Hawaii, January 9, 2013 .oulu.fi

23. Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”
Participants SC NI
69 30 39
Female Male
23% 77%
Under 24 years 25-29 years Over 30 years
68%
IADIS WWW/Internet Conference
Madrid, October 19, 2012
19% 13%
.oulu.fi

24. Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”
HICSS-46 Conference
Maui, Hawaii, January 9, 2013 .oulu.fi

25. Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”
Why did it?
Who are?
What did?
How did it?
What found?
What concluded?
HICSS-46 Conference
Maui, Hawaii, January 9, 2013 .oulu.fi

26. Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”
Results from PLS-SEM
(WarpPLS 3.0)
HICSS-46 Conference
Maui, Hawaii, January 9, 2013 .oulu.fi

27. Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”
Total Effects
HICSS-46 Conference
Maui, Hawaii, January 9, 2013 .oulu.fi

28. Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”
Total Effects
HICSS-46 Conference
Maui, Hawaii, January 9, 2013 .oulu.fi

29. Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”
Why did it?
Who are?
What did?
How did it?
What found?
What concluded?
HICSS-46 Conference
Maui, Hawaii, January 9, 2013 .oulu.fi

30. Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”
Contributions Implications
Theory-driven research model For research:
Measurement instrument Further theory development
Results For practice:
Analysis IS for feedback collection
Simulated airport setting Model improvements
Narrow sample: Design of persuasive features
- Age Item testing
- Education Real life settings
Limitations Future Research
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31. Agnis.Stibe@oulu.fi
@agsti
+358 401490499
Thanks to:
the Foundation of Nokia Corporation
the Finnish Funding Agency for Technology and Innovation
the Doctoral Program on Software and Systems Engineering