Interface cues to promote disclosure and build community: An experimental test of crowd and connectivity cues in an online sexual health forum

Health forums and support groups depend on participant self-disclosure for their success, but the sensitive nature of personal health concerns raises privacy concerns that may constrain what users are willing to reveal. To address this issue, we explore the impact of visual cues designed to convey (1) two facets of social influence—crowd size and social network connectivity—and (2) provide a frame designed to enhance the forum’s sense of community. A 3 (Cue type: Crowd, Connectivity, None) x 2 (Framing) factorial experiment (N = 218) showed that cues implying greater crowd size and connectivity lead to more self-disclosure of sensitive information, and higher intentions to revisit the community. Further, user belief in the community-building heuristic positively predicts self-disclosure and intentions, while also moderating the effect of the connectivity cue in a direction which implies that the cue encourages disclosure by triggering the community-building heuristic. Implications for the design of online groups are discussed.