CORDIS Project
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This research investigates how user engagement on websites, particularly through calls to action, impacts both businesses and users. By conducting experiments, it aims to clarify the benefits and potential drawbacks of user participation in online environments.
The notion that websites benefit when their users are socially engaged—i.e., when they interact with content and with other users—has become so entrenched it is practically an axiom.
Accordingly, websites in numerous domains invest heavily in ‘social computing’ features that encourage such engagement.
In fact, many attempt to elicit engagement proactively, through the use of calls to action—prompts that ask users to carry out participatory actions such as rating or ‘liking’ content.
Given the va…
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