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      The search engine manipulation effect (SEME) and its possible impact on the outcomes of elections

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          A 61-million-person experiment in social influence and political mobilization.

          Human behaviour is thought to spread through face-to-face social networks, but it is difficult to identify social influence effects in observational studies, and it is unknown whether online social networks operate in the same way. Here we report results from a randomized controlled trial of political mobilization messages delivered to 61 million Facebook users during the 2010 US congressional elections. The results show that the messages directly influenced political self-expression, information seeking and real-world voting behaviour of millions of people. Furthermore, the messages not only influenced the users who received them but also the users' friends, and friends of friends. The effect of social transmission on real-world voting was greater than the direct effect of the messages themselves, and nearly all the transmission occurred between 'close friends' who were more likely to have a face-to-face relationship. These results suggest that strong ties are instrumental for spreading both online and real-world behaviour in human social networks.
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            Forming impressions of personality.

            Adam Asch (1946)
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              Attitudes and the Prediction of Behavior: A Meta-Analysis of the Empirical Literature

              S. Kraus (1995)
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                Author and article information

                Journal
                Proceedings of the National Academy of Sciences
                Proc Natl Acad Sci USA
                Proceedings of the National Academy of Sciences
                0027-8424
                1091-6490
                August 18 2015
                August 18 2015
                : 112
                : 33
                : E4512-E4521
                Article
                10.1073/pnas.1419828112
                26243876
                6842abb9-fbd5-4a22-8831-a67a38844d1e
                © 2015
                History

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