What drives content tagging: The case of photos on flickr

Oded Nov, Mor Naaman, Chen Ye

    Research output: Chapter in Book/Report/Conference proceedingConference contribution

    Abstract

    We examine tagging behavior on Flickr, a public photosharing website. We build on previous qualitative research that exposed a taxonomy of tagging motivations, as well as on social presence research. The taxonomy suggests that motivations for tagging are tied to the intended target audience of the tags - the users themselves, family and friends, or the general public. Using multiple data sources, including a survey and independent system data, we examine which motivations are associated with tagging level, and estimate the magnitude of their contribution. We find that the levels of the Self and Public motivations, together with social presence indicators, are positively correlated with tagging level; Family & Friends motivations are not significantly correlated with tagging. The findings and the use of survey method carry implications for designers of tagging and other social systems on the web.

    Original languageEnglish (US)
    Title of host publication26th Annual CHI Conference on Human Factors in Computing Systems, Conference Proceedings, CHI 2008
    Pages1097-1100
    Number of pages4
    DOIs
    StatePublished - 2008
    Event26th Annual CHI Conference on Human Factors in Computing Systems, CHI 2008 - Florence, Italy
    Duration: Apr 5 2008Apr 10 2008

    Publication series

    NameConference on Human Factors in Computing Systems - Proceedings

    Other

    Other26th Annual CHI Conference on Human Factors in Computing Systems, CHI 2008
    CountryItaly
    CityFlorence
    Period4/5/084/10/08

    Keywords

    • Flickr
    • Motivations
    • Photo sharing
    • Social presence
    • Tags

    ASJC Scopus subject areas

    • Software
    • Human-Computer Interaction
    • Computer Graphics and Computer-Aided Design

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