Measuring Online Behavior Change with Observational Studies: a Review

TL;DR

This review analyzes 148 studies on online behavior change from 2000 to 2023, highlighting current focus areas, methodological limitations, and the need for broader, more integrated approaches in digital behavior research.

Contribution

It provides a comprehensive categorization of online behavior change studies, identifying gaps and proposing directions for future research methodologies and theoretical integration.

Findings

Focus on sentiment shifts in online behavior

Emphasis on API-restricted platforms

Limited integration of theoretical frameworks

Abstract

Exploring online behavior change is imperative for societal progress in the context of 21st-century challenges. We analyze 148 articles (2000-2023) focusing on behavior change in the digital space and build a map that categorizes behaviors, behavior change detection methodologies, platforms of reference, and theoretical frameworks that characterize the analysis of online behavior change. Our findings reveal a focus on sentiment shifts, an emphasis on API-restricted platforms, and limited integration of theory. We call for methodologies able to capture a wider range of behavior types, diverse data sources, and stronger theory-practice alignment in the study of online behavior and its change.