Print Email Facebook Twitter Development and evaluation of multi-agent models of online social influence based on Cialdini’s principles Title Development and evaluation of multi-agent models of online social influence based on Cialdini’s principles Author van Maanen, P.P. van der Vecht, B. Publication year 2014 Abstract The aim of this study is to better understand social influence in online social media. Therefore, we propose a method in which we implement, validate and improve individual behavior models. The behavior model is based on three fundamental behavioral principles of social influence from the literature (i.e., Cialdini’s principles): (1) consistency, (2) liking and (3) social proof. We have implemented the model using an agent-based modeling approach. The multi-agent model contains the social network structure, individual behavior parameters and the scenario that are obtained from empirical data. The model is validated by comparing the output of the multi-agent simulation with empirical data. We demonstrate the method by evaluating five versions of behavior models applied to the use case of Twitter behavior about a talent show on Dutch television. Subject Human Performances GI Innovation in Behaviour / Gedrag en InnovatiePCS - Perceptual and Cognitive Systems MO - Military OperationsBSS - Behavioural and Societal Sciences ETP - Enabling Technology ProgramsPsychologyInformation SocietySocial MediaBehavioural influenceETP SON-MSocial influenceAgent-based modelingOnline social influenceSocial network analysisTwitter To reference this document use: http://resolver.tudelft.nl/uuid:2bd1f38a-c048-4426-a608-e3eb2e9eafef DOI https://doi.org/10.1007/s13278-014-0218-0 TNO identifier 520988 Source Social Network Analysis and Mining, 4 (218), 1-12 Document type article Files To receive the publication files, please send an e-mail request to TNO Library.