Understanding Social Interaction across Social Network Sites

Abstract

ABSTRACT People tend to utilize multiple social network sites (SNSs) simultaneously to maintain some social relationships, which results that there are many overlapping relationships and interactions among SNSs. Although many studies have focused on social interaction and cross-SNS user footprint analysis and understanding, little research investigates social interaction from a perspective of two or more SNSs, and the interplay of interaction among SNSs has been unknown. In this paper, we aim to explore whether interaction building in a new SNS hinders the interaction frequency in an existing site, and if so, what kinds of users and relationships’ interactions are more or less likely to be affected. For these questions, we sampled 7,015 pairs of overlapping identities, 23,590 pairs of overlapping relationships and 6,771 pairs of overlapping interactions from Weibo and Douban and made analysis by combining multiple methods like Regression Discontinuity Design and Random-effects Negative Binomial Regression model. Our results suggest that no matter from the perspective of individuals or from the perspective of relationships, interaction construction in a new SNS is detrimental to interaction frequency in an existing site. Based on our findings, we also propose several valuable insights about how to enhance social interaction and promote its retention when users are involved into interacting practice in multiple platforms.