Measuring Online Behavior Change with Observational Studies: a Review

Abstract

Exploring online behavior change is imperative for societal progress in the context of 21st-century challenges. We analyze 148 articles (2000-2023) focusing on behavior change in the digital space and build a map that categorizes behaviors, behavior change detection methodologies, platforms of reference, and theoretical frameworks that characterize the analysis of online behavior change. Our findings reveal a focus on sentiment shifts, an emphasis on API-restricted platforms, and limited integration of theory. We call for methodologies able to capture a wider range of behavior types, diverse data sources, and stronger theory-practice alignment in the study of online behavior and its change.