Online Psychology
Online Psychology
How to Win Friends and Influence People… in Social Media | 
We're now completing our article on "How to Win Friends and Influence People… in Social Media". This presentation provides a sneak preview of our forthcoming publication. |
Website credibility for social marketing campaigns |
From 2006-2008, I conducted a large study of website credibility on a global anti-poverty campaign, in order to assess the impact of website credibility and trust on target audience's participation levels. The study found a relationship between website credibility, users' trust, and their participation levels. The findings suggest that online campaigners need to engineer credible and trustworthy e-campaigns if they wish to maximize their potential impact. The following excerpt describes the practical applications of this study.
The psychology behind websites that can change people's health behaviours |
The psychological architecture of online intervention proved to be a key component of persuasive websites. In our study, the most effective psychological architecture are goal-directed websites. These websites inform users about the consequences of their behaviour, prompt them to set goals, then encourage them to track their progress toward those goals while providing feedback on their performance.
The Dimensions of Web Site Credibility and Their Relation to Active Trust and Behavioural Impact |
This paper discusses two trends that threaten to undermine the effectiveness of online social marketing interventions: growing mistrust and competition. As a solution, this paper examines the relationships between website credibility, target audiences’ active trust and behaviour. Using structural equation modelling to evaluate two credibility models, this study concludes that website credibility is best considered a three-dimensional construct composed of expertise, trustworthiness and visual appeal, and that trust plays a partial mediating role between website credibility and behavioural impacts.
Reflections on source credibility and online campaigns |
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Online Interventions for Social Marketing Health Behavior Change Campaigns: A Meta-Analysis of Psychological Architectures and Adherence Factors
The result of a two-year study, this paper draws on scientific papers to assess the impact of psychological website design on users' behaviour. It provides a template for practitioners wishing to design websites that can influence how people think and act.
Communication-Based Influence Components Model
This paper presents a model used to describe the psychology of online behavioural change interventions. It then shows how the model works by describing the common features in over thirty online behavioural change websites.
The dimensions of website credibility and their relation to active trust and behavioural impact
This research paper examines the relationships between website credibility, users' trust, and their willingness to be more involved in a social campaign. It examines the dimensions of website credibility and discusses how to design stronger online campaigns.
Join us at Toronto's Social Media Cafe. If you would like to get involved in the organizing committee, give me a shout.
