Narrowcasting in social media: Effects and perceptions

Abstract

Narrowcasting refers to the targeted segmentation of media dissemination, and has been proposed as a counterpart to broadcasting. We present an explorative study that evaluates narrowcasting as an approach to sharing in online social media. We test a narrowcasting prototype for Facebook with 54 participants over a four-week period. We outline the various strategies that participants used to appropriate narrowcasting, and report on participants' use and perceptions. We also report on the effects of default sharing options and gender on sharing behavior. Our work provides implications for online sharing, suggesting that narrowcasting is an effective strategy for online social platforms.