2 Apr 2010

Reading: Krotoski (2009) Social influence in Second Life

Krotoski, Aleksandra K. (2009). Social influence in Second Life: Social Network and Social Psychological Processes in the Diffusion of Belief and Behaviour on the Web. PhD Dissertation. University of Surrey, Department of Psychology, School of Human Sciences.

This thesis examines which social psychological and social network analytic features predict attitude and behaviour change using information gathered about 47,643 related avatars in the virtual community Second Life. Using data collected over three studies from online surveys and data accessed from the application’s computer servers, it describes why the structure of a social system, an individual’s position in a social group, and the structural content of an online relationship have been effective at predicting when influence occurs.
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