Examining the Effects of Social Pressure on Content-Rating in Content-Sharing Websites.

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Research background/motivation Content-sharing websites are websites that allow users to post content which they deem as useful or interesting. These posts are then rated by other users by either “up-voting” or “down-voting”. Posts which are highly-rated are automatically filtered out and placed in the most prominent section which is usually the front page, of the website. The value of such websites lies in the fact that it is able to aggregate some of the most interesting web content in a single place. This research will focus on websites which incorporates social-networking elements. As content-sharing websites relies heavily on the quality of the post which is rated by the community, it is of utmost importance that these posts are rated based on the quality of its content. However, as social ties are built, social pressure may play a significant role in the ranking of the content on websites. Therefore, when posts are not rated purely on its content, these content sharing websites may face the danger of not having their most interesting content displayed to its users at its most prominent location. With the decrease in the quality of its highly ranked posts, website might risk losing their members’ loyalty. Hence it is important to find out the effects of social pressure on the content-rating in content-sharing websites. Literature reviews and Hypotheses. We assume strong ties exist among users whom are engaged in frequent interaction with each other. As a result of these frequent interactions, commitment among users is formed. Commitment entails users to engage in reciprocal action (Molly, 2005). Thus when the friends of an individual posted some content, the individual will feel responsible to react in some manner t... ... middle of paper ... ... ways to build strong ties among users and effect of social pressure on content rating. Works Cited Agneessr, F. , Gerhard V. D. B., Maurits K. , Sleebos E. 2009. Similarity in friendship networks: Selection or influence? The effect of constraining contexts and non-visible individual attributes. Social Networks. (2010) 82-90 Balaji, R., Hsuan-Wei C.,Prabhudev K. 2007. Competition Among virtual Communities and User Valuation: The Case of Investing-Related Communities. Information Systems Research. (Vol. 18, No. 1, March 2007) 68-85 Gad, Y. 2007. Existential Uncertainty and the Will to conform: The Expressive Basis of Coleman’s rational Choice Paradigm. Sociology. (Vol. 41) 681-698 Molly, M. W., Samer F. 2005. Why Should I Share? Examining Social Capital And Knowledge Contribution In Electronic Networks of Practice. MIS Quarterly. (Vol. 29, March 2005) 35-57

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