We study the impact and interplay of social design features on the engagement behaviors toward user-generated content on Facebook business pages. By examining the introduction of the “Reactions” feature on Facebook, we aim to understand how the introduction of a new engagement feature affects the overall engagement activities and the use of existing engagement features. We found evidence of a positive effect of Reactions on overall engagement levels. Furthermore, the introduction of the Reactions feature had heterogeneous effects on the use of existing engagement features. Posts that received Reactions also ended up receiving more Likes and Comments than what theywould havereceived before the feature change. However, the opposite is true for posts that received no Reactions, although the effect sizes were small. These effects were detected within the first four weeks after the feature introduction, and persisted after six months, indicating long-term structural changes in users’ engagement behaviors.

中文翻译：

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设计参与

我们研究了社交设计特征对 Facebook 业务页面上用户生成内容的参与行为的影响和相互作用。通过研究 Facebook 上“反应”功能的引入，我们旨在了解新互动功能的引入如何影响整体互动活动和现有互动功能的使用。我们发现了反应对整体参与水平产生积极影响的证据。此外，Reactions 功能的引入对现有参与功能的使用产生了不同的影响。收到反应的帖子也最终收到了比他们更多的喜欢和评论将有在功能更改之前收到。然而，对于没有收到反应的帖子来说，情况正好相反，尽管效果很小。这些影响在功能引入后的前 4 周内被检测到，并在 6 个月后持续存在，表明用户参与行为的长期结构性变化。