Is Social Bot Socializing? Evidence from a Microblogging Platform
Topic: |
Is Social Bot Socializing? Evidence from a Microblogging Platform |
Time&Date: |
10:30 am - 12:00 pm, May 24, 2024 (Friday) |
Venue |
Room 603, Administration Building |
Zoom Link: |
https://cuhk-edu-cn.zoom.us/j/3985407949?pwd=QnZJMHU3SDUwaFdtWTF6N3RWcGlMdz09 |
Speaker: |
Dr. Yang Gao (University of Illinois Urbana-Champaign) |
Abstract: |
Leveraging advancements in large language models, social media platforms are deploying sophisticated chatbots, termed social bots, with the potential to stimulate user interaction. However, concerns linger regarding the socializing value of these bots in public settings. We investigate this phenomenon using the data from the launch of CommentRobot on a microblogging platform. Analyzing user interactions with this platform-owned bot, we find that posts receiving bot-generated comments experience increased user engagement, indicating the socializing value of social bots at the post level. Our findings suggest that the quality of bot-generated comments significantly influences user engagement. Moreover, we evaluate the effectiveness of bot targeting strategies and propose improvements to optimize user engagement. Despite the positive impact on post-level engagement, we find no significant effects on users’ future posting behavior, contrary to platform expectations. |
Biography: |
Yang Gao is an Assistant Professor of Business Administration at the Gies College of Business, University of Illinois Urbana-Champaign. He received his Ph.D. from the University of Rochester in 2021. His current research focuses on the management of consumer voices on social media in the era of generative AI. His works have been accepted for publications in journals, including MIS Quarterly, Information Systems Research, Journal of Management Information Systems, and Journal of Operations Management. |