Human content filtering in Twitter: The influence of metadata

In this research we have conducted an open online experiment in which participants are shown quantitative and qualitative meta-data describing two pieces of Twitter content. Without revealing the text of the tweet, participants are asked to make a selection. We observe the decisions made from 239 surveys and discover insights into human behaviour on decision making for content selection. We find that for qualitative meta-data consumption decisions are driven by online friendship and for quantitative meta-data the largest numerical value presented influences choice. Overall, the 'number of retweets' is found to be the most influential quantitative meta-data, while displaying multiple cues about an author׳s identity provides the strongest qualitative meta-data. When both quantitative and qualitative meta-data is presented, it is the qualitative meta-data (friendship information) that drives selection. The results are consistent with application of the Recognition heuristic, which postulates that when faced with constrained decision-making, humans will tend to exercise judgement based on cues representing familiarity. These findings are useful for future interface design for content filtering and recommendation systems.