What are the principles of increasing user engagement and building habit-forming social network applications?
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School of Business |
Bachelor's thesis
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en
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38 + 4
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Abstract
User engagement in online and social networks has been studied widely over the last decade. The recent rise in popularity of social networks, especially social media and social streaming services has increased the amount of academic research and literature, especially on those subjects specifically but not concerning the whole social networks field. This thesis aims to shed light to the principles companies and application designers could use to utilize the principles of persuasive technology and behavioural economics, combined with other fields presented, to increase user engagement and forming habits within social network applications. As the amount of social network applications rise increasingly, companies and application designers rely deeply on ongoing customer/user relationships and how to attract more users to be profitable. Understanding what drives user engagement and how to form user habits is paramount for success in the field of social networks. This thesis was conducted through a multidisciplinary literature review by combining previous literature and research with insights from other affecting fields and through that, this thesis is able to present principles, theoretical views and models necessary to answer the research question. The results and gathered information of this thesis give an overview of the principles and models used in the field of social networks to increase user engagement and habit-forming functionalities in social network applications. Furthermore, these findings presented in this literary review prove that the principles and models presented here can provide a framework of thought for planning and designing features to increase user engagement and form habits within users. Examples such as Instagram, the world’s fourth most used social network application, are presented how utilizing these principles in the planning process, it has had success in forming habits with users and increase in user engagement. The structure and content of this thesis has been structured into four main chapters.Description
Thesis advisor
Tinnilä, MarkkuOther note
Tutkielman tiivistelmään merkitty hyväksymisvuosi on epäselvä tai puuttuu.
The approval year in the abstract of the thesis is unclear or missing.
The approval year in the abstract of the thesis is unclear or missing.