Observer Effect in Social Media Use

Observer Effect in Social Media Use | Research Square window.SnipcartSettings = { analytics: { enabled: false } }; (function() { var accessVector = localStorage.getItem('access_vector') || ''; window.dataLayer = window.dataLayer || []; if (accessVector) { window.dataLayer.push({ user: { profile: { profileInfo: { snid: accessVector } } } }); } })(); (function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src='https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);})(window,document,'script','dataLayer','GTM-K279D39R'); Browse Preprints In Review Journals COVID-19 Preprints AJE Video Bytes Research Tools Research Promotion AJE Professional Editing AJE Rubriq About Preprint Platform In Review Editorial Policies Our Team Advisory Board Help Center Sign In Submit a Preprint Cite Share Download PDF Article Observer Effect in Social Media Use Koustuv Saha, Pranshu Gupta, Gloria Mark, Emre Kıcıman, Munmun De Choudhury This is a preprint; it has not been peer reviewed by a journal. https://doi.org/ 10.21203/rs.3.rs-2492994/v3 This work is licensed under a CC BY 4.0 License Status: Posted Version 3 posted You are reading this latest preprint version Show more versions Abstract While social media data is a valuable source for inferring human behavior, its in-practice utility hinges on extraneous factors. Notable is the ``observer effect,'' where awareness of being monitored can alter people's social media use. We present a causal-inference study to examine this phenomenon on the longitudinal Facebook use of 300+ participants who voluntarily shared their data spanning an average of 82 months before and 5 months after study enrollment. We measured deviation from participants' expected social media use through time series analyses. Individuals with high cognitive ability and low neuroticism decreased posting immediately after enrollment, and those with high openness increased posting. The sharing of self-focused content decreased, while diverse topics emerged. We situate the findings within theories of self-presentation and self-consciousness. We discuss the implications of correcting observer effect in social media data-driven measurements, and how this phenomenon shines light on the ethics of these measurements. Social science/Science, technology and society Social science/Psychology/Human behaviour social media observer effect hawthorne effect human behavior self-presentation language causal-inference machine leaning Full Text Additional Declarations The authors declare no competing interests. Cite Share Download PDF Status: Posted Version 3 posted You are reading this latest preprint version Show more versions Research Square lets you share your work early, gain feedback from the community, and start making changes to your manuscript prior to peer review in a journal. As a division of Research Square Company, we’re committed to making research communication faster, fairer, and more useful. We do this by developing innovative software and high quality services for the global research community. Our growing team is made up of researchers and industry professionals working together to solve the most critical problems facing scientific publishing. Also discoverable on Platform About Our Team In Review Editorial Policies Advisory Board Help Center Resources Author Services Accessibility API Access RSS feed Manage Cookie Preferences © Research Square 2026 | ISSN 2693-5015 (online) Privacy Policy Terms of Service Do Not Sell My Personal Information {"props":{"pageProps":{"initialData":{"identity":"rs-2492994","acceptedTermsAndConditions":true,"allowDirectSubmit":true,"archivedVersions":[],"articleType":"Article","associatedPublications":[],"authors":[{"id":271648273,"identity":"f115d2f4-995a-4177-8e60-b8aa94fbd471","order_by":0,"name":"Koustuv 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