Online Persuasion in Facebook and Mixi: A Cross-Cultural Comparison

  title={Online Persuasion in Facebook and Mixi: A Cross-Cultural Comparison},
  author={B. J. Fogg and Daisuke Iizawa},
Social networking sites persuade millions of users each day to adopt specific behaviors. To understand this phenomenon in the context of persuasive technology, we analyzed how persuasion takes place in leading social networking sites from two different countries: Facebook in the U.S. and Mixi in Japan. We compared the two services on four persuasion goals: creating profile pages, inviting friends, responding to content by friends, and returning to the site often. Our analysis reveals the… CONTINUE READING
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