Towards Identifying Concepts in Persuasive Social Networks: Case Study

TikTok

Bochra Larbi

, Nadia Elouali

and Nadir Mahammed

LabRI-SBA Lab., Ecole Superieure en Informatique Sidi Bel Abbes, Algeria

Keywords:

Persuasive Technology, Social Networking Sites, TikTok, Human-Computer Interaction, Modeling.

Abstract:

Persuasive technology assists users in decision making by inﬂuencing their behaviors. It has seen major

evolution in recent years, due to the rapid rate at which persuasive design has been integrated in a variety of

technologies. This substantial involvement in several ﬁelds increased the inﬂuence and impact of persuasive

technology. Since persuasion delivers an important amount of services, it is recognized as one of the key

factors deployed by the human-computer interaction community in the design and development phases; yet,

persuasive design has been accused of having problematic aspects. Social networking sites are no exception,

they rely heavily on persuasion in their interfaces. Which has led to the emergence of new, diverse concepts

exploited by these sites, with the primary goal of maximizing users’ time spent in order to collect data and

gain money from ads. Our research idea is to identify these concepts deployed by social networking sites,

examine their degree of persuasion, then propose a set of new, moderate ones to preserve as much as possible

the user’s autonomy. In this paper, we present the ﬁrst step of our research that consists of identifying the

concepts deployed by TikTok which is the fastest growing social media in 2022.

1 INTRODUCTION

According to Fogg (Fogg, 2002) persuasive technol-

ogy aims to intentionally change a person’s attitude

through inﬂuence. The ﬁrst occurrence of using per-

suasive technology was in the 1970s to increase em-

ployee’s productivity in the workplace, however the

power of persuasive technologies truly emerged in the

1990s, with the rise of successful e-commerce sites

emery et al., 2011). As persuasive design became

increasingly intertwined with social media platforms

in the 2000s, public opinion became more impact-

ful on users’ perspectives (Albarrac

ın and Mitchell,

2004). Over the last decade, social media platforms

have grown in scope, impacting user’s opinions more

quickly (Wang et al., 2021).

Several studies have been carried out in order to

examine the potential outcomes of persuasive tech-

nologies. Persuasive technology has been established

that it is beneﬁcial in fostering different health and

wellness-related behaviors (Orji and Moffatt, 2016).

It eventually broadens its branches to mobile appli-

https://orcid.org/0000-0001-6517-1693

https://orcid.org/0000-0002-3427-3766

https://orcid.org/0000-0001-7865-5937

cations that are being developed to integrate various

persuasive design features in order to alter user’s be-

havior, such as encouraging physical activity ; these

applications are constantly improving and are being

used daily (Matthews et al., 2016). Some research,

on the other hand, focused on the use of persuasive

technology in the workplace to improve productivity

and provide feedback (Wenker, 2022). Not to forget

that persuasive technology has also been employed

for educational purposes, as study (Mohamed Yusoff

et al., 2022) highlights how persuasive technology al-

lows for monitoring of students’ attitudes and activi-

ties during the online learning process.

However, the majority of these studies fail to high-

light the obstacles that arise from inﬂuencing users’

behavior. In recent years, researchers investigating

the dark side of persuasive technology have con-

ducted studies to examine the complicated issue of

persuading users to perform actions they may or may

not be aware of. It has been revealed that persuasive

technology may lead to addiction, particularly in the

context of social networks (Chen, 2021). More than

half of the world’s population today uses social me-

dia (58.4%) (Greenwood, 2022), therefore they are

exposed to dubious persuasive concepts, such as ad-

vertisers exploiting these concepts to inﬂuence cus-

236

Larbi, B., Elouali, N. and Mahammed, N.

Towards Identifying Concepts in Persuasive Social Networks: Case Study TikTok.

DOI: 10.5220/0011726100003417

In Proceedings of the 18th International Joint Conference on Computer Vision, Imaging and Computer Graphics Theory and Applications (VISIGRAPP 2023) - Volume 2: HUCAPP, pages

236-242

ISBN: 978-989-758-634-7; ISSN: 2184-4321

 2023 by SCITEPRESS – Science and Technology Publications, Lda. Under CC license (CC BY-NC-ND 4.0)

tomer views and purchasing behavior toward their

brands (Alalwan, 2018). This also leads to the ques-

tion of how problematic persuasive concepts are when

it comes to adversely affecting user’s time spent on

social networking sites (Bedjaoui et al., 2018). As a

result, experts in this ﬁeld are undertaking research

on ways to detect and prevent deceitful persuasive as-

pects in technology. Nonetheless, the topic of striking

a balance between user’s well-being and persuasive

technologies corporations’ proﬁt has remained elu-

sive.

The objective of our research is to generate a meta

model that encompasses and gives an overview of all

the concepts used in social networks. Then, inves-

tigate the persuasiveness of these different concepts,

uncover which are problematic, and substitute them

with appropriate ones. The goal of establishing this

meta model is to fully grasp what makes persuasive

concepts inappropriate and how to combat them. We

believe that this research will assist in developing new

concepts that will result in a brand-new generation of

social networks. TikTok is the fastest growing social

media platform in 2022; hence, in this paper, we will

start by identifying TikTok’s concepts using a con-

ceptual model. The results of the study will help con-

struct the future meta model.

The remainder of the paper is structured as fol-

lows. Section 2 discusses related work. Section

3 presents details on our approach, while section 4

covers the results. Section 5 discusses the results

achieved. Finally, section 6 concludes with some ob-

servations and anticipated future research.

2 RELATED WORK

We classiﬁed existing related work into two cate-

gories. The ﬁrst category presents research that un-

covers the main core concepts of social networks ac-

cording to speciﬁc topics while the second category

presents studies that focus on deﬁning the persuasive

concepts of social networks.

The ﬁrst category presents research such as those

of Assaad’s in (Assaad and Shi, 2017), (Assaad and

akel

a, 2017) and (Assaad et al., 2018), which

worked on determining common features in popular

learning social networks before assessing these fun-

damental concepts to see how they may serve an edu-

cational learning model; these concepts were later ex-

amined in terms of their features and functionalities.

These fundamental concepts are as follows:

• User Proﬁle: A graphical representation of per-

sonal data linked with a particular user on a plat-

form. Permitting users to add personal details and

regulate the proﬁle’s display and privacy.

• Status Update: A concise post sent by users to

their connections in order to share their ideas.

• Social Feedback: This concept enables users to

provide feedback on the quality the information,

it allows users to establish social networks and in-

teract with other users.

• Activity Stream: It offers users an overview of

recent actions and data.

• Social Messaging: This concept provides for

more extensive conversations and engagement via

chats.

• Community: It allows users to interact on their

own speciﬁc forums.

• Discussion Forum: It facilitates collaboration

through discussion in distinct forums.

Whereas Md Dawot’s work in (Dawot and

Ibrahim, 2014) reviewed the features and functional

components of social networks with a special empha-

sis on their usage in marketing, education, and gov-

ernance. The study created a map connecting func-

tionalities and features to assist social media users to

choose the functions that are most applicable to their

ﬁeld. It noted that social network’s functionalities re-

lied on the features of the social network itself. Over-

all the user proﬁle, online relationships, and online

community are the core features of a social network,

whereas the functionality of a social network is built

from the features directly, determined by the users’

knowledge and how they utilize it. For example Self-

identiﬁcation features (personal proﬁle, content, ac-

tivity) are associated with functionalities that include

identifying a participant and displaying his presence.

Nevertheless, their research was restricted to spe-

ciﬁc topics and didn’t cover the majority of social

networks in detail. The ﬁrst research was based on

concepts that enhance educational learning, whereas

the second paper just examined current features and

linked them with existing functionalities in an attempt

to provide a reference in certain ﬁelds. Therefore, it

doesn’t provide a complete overview of all social net-

works’ concepts and hence, it doesn’t enable for the

identiﬁcation of potentially dangerous concepts that

need to be regulated.

On the other hand, the second group includes stud-

ies that deﬁne the persuasive concepts of social net-

works, such as Bedjaoui’s work in (Bedjaoui et al.,

2018) and (Bedjaoui et al., 2022), which proposed

ﬁve patterns in online social networks that have a sub-

stantial inﬂuence on the user’s time spent on media

by persuading him to invest as much time as possi-

ble. After that his research focused on the suggestion

Towards Identifying Concepts in Persuasive Social Networks: Case Study TikTok

237

pattern to examine its intensity. The patterns are com-

posed of:

• Suggestion Pattern: Offering relevant content to

the user based on his preferences in order to attract

his focus.

• Reminder Pattern: Push notiﬁcations that divert

the user’s attention away from his current activity.

• Reward Pattern: Rewarding the user’s ﬁrst inter-

actions to motivate him to remain involved.

• Interaction Pattern: Having certain activities

harder to accomplish so that the user resists them,

yet having other actions easier to execute so that

they are desirable to users.

• Social Inﬂuence Pattern: Persuading users to get

socially attached to the acts of others.

Whereas Adaji’s work (Adaji and Vassileva, 2016)

highlighted the persuasion concepts employed by a

Q&A social network, adopting Stack Overﬂow as a

case study, by using the Persuasive Systems Design

model (PSD) (Torning and Oinas-Kukkonen, 2009),

which is a framework for designing and evaluating

persuasive systems. The aim of this work is to in-

vestigate the network’s persuasive concepts. As a re-

sult, all concepts of the PSD model were integrated in

Stack Overﬂow, except for four concepts which are:

• Tunneling: It states that persuasive systems guide

users through a process and offer options for them

to be persuaded.

• Rehearsal: It states that persuasive systems allow

users to rehearse a desired behavior.

• Reminders: It states that persuasive systems in-

corporate a reminder technique.

• Similarity: It states that users are more likely to

be persuaded by systems that resemble them.

Each integrated principle encourages user interac-

tion. According to the ﬁndings, persuasion in a com-

mon Q&A social network follows familiar patterns.

However, it was difﬁcult to analyze the PSD model’s

category, the support of system credibility since the

category is heavily reliant on user feedback.

However, their studies focused exclusively on the

persuasive side of concepts, disregarding their asso-

ciation with the fundamental concepts of social net-

works. And once more, this doesn’t grant us a broad

view of all concepts, even if we just identify the

severely persuasive concepts, we risk omitting some

that are less persuasive or that serve as the foundation

for the remaining persuasive concepts, such as ”post”.

The concept ”post” is generally not part of persuasion,

but if we look carefully, we see that it’s the center of

all networks and contributes to the rest of the persua-

sive concepts.

To the best of our knowledge, there is no study

in the literature that has extracted all the concepts of

social networks in an inclusive way. An approach that

presents, explains and regroups the different concepts

used in the different social networks, considering the

different persuasion degree.

3 OUR APPROACH

In this paper, we present our initial step of research,

which consists of analyzing the ﬁrst social network,

extracting its concepts, and creating its conceptual

model. We used an iterative approach to accomplish

this which consists of analyzing the application, de-

veloping the conceptual model, and then repeating

several iterations to enhance it.

TikTok is the ﬁrst social network we will explore

in this research. It was launched in September 2016

by the Chinese company ByteDance under the name

Douyin. It began to achieve interest outside of China,

and barely a year after its launch, it had over 100 mil-

lion users and spread abroad in 2017, under the name

TikTok (Insider, 2020), with a primary concentration

on short video content. It enables users to produce

videos ranging in length from 15 seconds to 10 min-

utes by employing various ﬁlters and viral sounds. It

is an innovative social network since the impact of

TikTok’s personalized content on viral behavioral ob-

jectives is affected by creativity, authenticity, and a

yearning for uniqueness (Chu et al., 2022). TikTok

research has grown in pace with the platform’s pop-

ularity. For example, a research (Du et al., 2022)

indicated that TikTok had a signiﬁcant inﬂuence on

luring visitors. Wang’s study (Wang, 2020) demon-

strated the beneﬁts of applying Human-Computer In-

teraction theories to mobile short-form video applica-

tions and addressed the impacts of short-form video

features on viewers’ psychological reactions. It was

also stated that TikTok can be deployed as a teach-

ing tool by instructors to provide engaging learning

to students (Alexandro et al., 2022). Since we opted

to analyze the most prominent social networks cur-

rently, we decided to start with TikTok , which had

the fastest expansion. It has seen tremendous growth,

particularly since it was released worldwide in 2017

(Insider, 2020).

We’ve been exploring TikTok for nearly two

years, and this provided us the opportunity to thor-

oughly analyze it across both web and mobile ver-

sions.

HUCAPP 2023 - 7th International Conference on Human Computer Interaction Theory and Applications

238

4 RESULTS

Figure. 1 illustrates the conceptual model for Tik-

Tok’s concepts. We identiﬁed the concepts by ana-

lyzing each feature and function of TikTok across the

mobile and website platforms, afterwards we classi-

ﬁed the concepts’ relationships into two types: the

straight line symbolizes the source concept’s control

over the target concept, whereas the dotted line rep-

resents the effect of the source concept on the target

concept. The identiﬁed concepts are as follows:

• Proﬁle: This key concept assists the user’s iden-

tity by allowing him to provide his personal data,

as well as upload and manage his content. The

user has control over his visibility to others in ad-

dition to the visibility of his following. Control-

ling not solely the user’s account and content, and

moreover his suggestions and explore page, inﬂu-

encing his general overview of the application.

• Video: This concept involves recording and post-

ing videos from the user’s side, ranging in dura-

tion from 15 seconds to 10 minutes, with the pos-

sibility to pause, forward, or rewind. This concept

also allows users to make videos private or public.

The user manages his videos, however they can-

not be edited after they are posted.

• Sound: This concept enables users to explore,

produce, and control sounds. Tiktok provides a

variety of sounds, including musicals, cinematic

scripts and memes. Users interact with sounds by

liking, sharing or saving them.

• Hashtag: Hashtags describe TikTok’s content

and allow access to a large number of new con-

tent that shares the same hashtag. This concept

serves as a classiﬁer, with each hashtag represent-

ing a different category. Users experiment with

hashtags on their videos while also browsing the

hashtags of other users.

• Filter/Effect: This concept allows users to exper-

iment while recording on TikTok, which offers a

wide variety of humorous and aesthetic ﬁlters and

effects. This makes it enjoyable to explore viral

ﬁlters trending on TikTok. It also empowers users

to express their creativity through the application.

• Livestream: Users may interact with others by

launching livestreams while being on TikTok.

They can become TikTok creators with this con-

cept, getting and gifts from their loyal follow-

ers while also competing in challenges with other

creators.This concept provides entertainment to

viewers by allowing them to interact with the cre-

ator via his livestream by liking, chatting, and

sharing it.

• Gift: This concept is strongly linked to the

livestream concept when users gift streamers to

support them. Since these gifts may be converted

to actual money, majority of TikTok creators earn

proﬁt from livestreams through gifts.

• Story: It allows users to post a video or an image,

however it isn’t permanent and disappears after 24

hours. This concept solely shows the story’s view-

ers and their numbers to the creator.

• Seen: When a story is posted, the creator can

know who viewed it, however this concept doesn’t

apply on ordinary videos, and viewers remain

anonymous unlike the number of views that gets

displayed on content.

• Message: Users communicate with one another

via conversations. Although TikTok isn’t a chat-

ting application, it still allows users to send videos

to their friends and share content with them. This

concept, nevertheless, doesn’t allow for the cre-

ation of groups inside the message inbox.

• Q&A: Another concept that emphasizes on users’

communication with each other, whether through

posting questions and responding to them on a

livestream, uploading a video on it, or through

comments. It also allows users to explore various

questions and think of fresh ones.

• Notiﬁcation: This concept sends users reminders

and alerts to draw their attention to an occurrence

on the platform. Users can adjust their notiﬁcation

settings, however the options are limited and don’t

include all notiﬁcation types.

• Trend: This concept provides several advantages

to creators whose videos receive a lot of attention.

It also shows viewers the most popular videos for

them to watch and interact with. The like and

comment concepts have a strong inﬂuence on this

concept. If the content receives a great deal of en-

gagement from comments and likes then it goes

viral.

• Like: This concept preserves track of the user’s

likes and allows him to sort them into customized

collections. The amount of likes is constantly dis-

played on the content.

• Comment: Users comment on each other’s

videos, and this concept allows users to manage

their comment sections by disabling, deleting, or

restricting comments. Therefore TikTok commu-

nities are formed by conversing and discussing the

video’s topic in the comments.

• Auto-repeat: When a video or story on TikTok

starts playing, it will continuously loop until the

user scrolls down. This concept requires the user

Towards Identifying Concepts in Persuasive Social Networks: Case Study TikTok

239

Figure 1: TikTok conceptual model.

to pay attention to the video or story’s duration

until the proper moment for scrolling in order to

prevent repeating the video.

• Setting: Users can access and manage their set-

tings as they deem suitable. Settings contain sec-

tions for each TikTok feature, such as notiﬁcation

settings, content settings, and livestream settings.

Yet, the user has no control over certain options

that aren’t under his authority, such as concealing

speciﬁc data or blocking notiﬁcations indeﬁnitely.

• Share: This concept provides the user with sev-

eral options for sharing content with friends or on

other social networks. Since every content on Tik-

tok is shareable, the number of shares on the con-

tent, such as videos, sounds, and hashtags, is al-

ways displayed.

• Re-post: Using this concept will assist you to pro-

mote the video you reposted and have it recom-

mended to your friends on TikTok. Users utilize

this concept to spread their favorite video on the

pages of others.

• Suggestion: The explore page of the user presents

an inﬁnite number of recommendations according

to the content he likes and comments on. This

page is known as for you page, and it represents

the content that is speciﬁcally chosen for the user.

• Search: This concept makes every content eas-

ily accessible by simply typing the relevant

keywords. Users can acquire videos, sounds,

livestreams, hashtags, and other users. The search

concept provides several ﬁlters to facilitate select-

ing the proper results, which are by default a com-

bination of the most recent popular content re-

ferred to as TOP.

• Block: TikTok allows users to block another user

by using this concept. After getting blocked both

users will be unable to interact or search for one

another, and their content won’t be recommended

to the other. The block concept also allows users

to unblock users.

• Report: TikTok has guidelines that must be re-

spected and pays attention to behaviors that in-

dividuals perceive unacceptable, such as bullying

and racism. Using this concept, users can express

their disapproval and ﬂag inappropriate content

while clarifying the reason. The reports are for-

HUCAPP 2023 - 7th International Conference on Human Computer Interaction Theory and Applications

240

warded to the Tiktok team for examination, then

get treated depending on the report’s analysis.

Our model currently includes the various con-

cepts that we identiﬁed using both web and mobile

platforms throughout several iterations. Although

the analysis from both platforms contributed to the

model, there were some subtle variations in the struc-

ture of the interfaces, but the behavior was coher-

ent across both platforms. We noticed that the nav-

igation on the website is more sophisticated than on

the mobile in order to enhance content accessibility.

Therefore, website interfaces have several, concurrent

design features such as a visual keyboard to conve-

niently browse and like videos or autoplay videos on

mouse hover, as opposed to mobile interfaces, which

concentrate on a speciﬁc feature at a time. In addi-

tion, even though the website labels the notiﬁcations

to make them searchable, the mobile notiﬁcation sys-

tem is more consistent.

5 DISCUSSION

Figure 2: Schema of the concepts categorization.

After analyzing and investigating each concept and

based on our initial impressions of the conceptual

model, we proposed a set of four categories, each

of which includes particular TikTok concepts that are

targeted at the same goal and hence are tightly tied

to one another. Therefore, we proposed a schema as

shown in ﬁgure. 2, that represents a higher abstraction

of the prior model while incorporating the categoriza-

tion of concepts. The concepts have been categorized

as follows:

• Opinion Expression: This category encompasses

the concepts that allow TikTok users to create

and generate their own content, such as record-

ing videos, designing ﬁlters, or uploading an au-

dio. It also covers concepts associated with user

generated content, including trend and suggestion

concepts.

• Opinion Expression Support: This category

covers concepts that equip users with support and

options to communicate their viewpoints on the

content. This can emerge from good impressions,

such as shares and likes, or negative impressions,

such as report and block, for unpleasant content.

This category is heavily reliant on opinion ex-

pression, therefore they typically operate concur-

rently.

• Management Features: It includes concepts that

supplement and transform other concepts in order

to manage or customize them. This category is

considered an extension to the other categories.

For example, managing settings for proﬁle and

content.

• Communication: It contains concepts that fo-

cus on user communication and interaction. For

example, viewers conversing with the creator on

livestream by sending questions or users exchang-

ing messages to one another.

All of these categories are strongly connected to

proﬁle, since it was observed to be the key concept of

TikTok, controlling, regulating, and impacting most

concepts. The four categories are interconnected to

one another, and their relationships are established by

the interactions between their concepts. For example,

if a user posts a video and attaches it to a new creative

ﬁlter. The likes and shares on the video will make it

very interactive, increasing its chances of being sug-

gested and going viral. This interactivity and popu-

larity will cause notiﬁcations to appear to the user on

a regular basis. To maintain engagement with his new

followers, he will begin interacting with them more

on livestreams and uploading content often on his pro-

ﬁle.

6 CONCLUSION

In this paper, we presented our ﬁrst TikTok concep-

tual model. The model contains all the concepts iden-

tiﬁed in the mobile application and website applica-

tion. This model will be evaluated and broadened fur-

ther in the future to ensure its inclusivity. Similarly,

we will do the same with the other social networks

in order to gain control of them and determine their

concepts. Our goal is to develop a meta model that en-

compasses all social network concepts. A meta model

that will allow us to advance to a higher level of ab-

straction and evaluate the amount of persuasion of the

various aspects of social networks.

We believe that this meta model, along with the

various conceptual models, will not only serve as a

foundation for other researchers in the ﬁeld to gain a

general understanding of all concepts used in social

Towards Identifying Concepts in Persuasive Social Networks: Case Study TikTok

241

networks, along with their categorization/abstraction

and levels of persuasion, but will also serve as a good

starting point for thinking about the next generation

of social networks. A generation that considers not

only how to inﬂuence and motivate active user par-

ticipation for business beneﬁts, but also users’ goals

such as how they want to spend their time, relation-

ships both interpersonal and social choices, mental

and emotional limits e.g.vulnerabilities, fatigue, and

the ways their minds form habits.

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