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A system dynamics approach to increasing user participation in a blog-based online social network: The case of Bonfiire

In blog-based online social networks specifically, and online social networks generally, increasing user participation is a key determinant of success and sustainability. In past research, the issue has been addressed mostly by focusing on individual actors (i.e. the humans participating in these networks) or groups of individuals. Rarely are these networks studied from a system-centric vantage point. The present study uses this paradigm and employs system dynamics, an approach to exploring and modeling complex systems, to study Bonfiire, a case of a blog-based online social network. Through an iterative methodology, a conceptual model of the socio-technical system is presented and then converted into a simulation model, to allow for the simulation of behaviour and the interrogation of assumptions. On the basis of these checks for rigour, the simulation model is used to find leverage points to increase user participation. Finally, a low-input, high-impact policy to address this issue is proposed and evaluated. The results show promise not only for understanding the issue of user participation, but also for the usefulness and applicability of a system dynamics approach to this issue.