Framing the ConversationThe Role of Facebook Conversations in Shopping for Eyeglasses

Karim Said ksaid1@umbc.edu

Michele Williams mawilliams@umbc.edu

Amy Hurst amyhurst@umbc.edu

Shaun Kane skane@umbc.edu

Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S.

The Warby Parker Home Try-On

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Holcomb Oak Barrel

Finch Grenadine

Marva Cobalt Leaf

Winston Lunar Fade

Ainsworth Elderberry

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Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S.

<3 the bottom right!!! Where can I get some of these?!

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4 people like this.We're loving Baxter on you!

3 people like this.

Thanks girlie!2 people like this.

Top left!2 people like this.

Thanks! Go to warbyparker.com. $95! Just need your prescription.I can’t decide!!!

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Data + Methods

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Python Graph API SQLite Image Files Excel

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4,373 Users!~3 Years!

2,632 Photos!6,234 Comments!

1,588 Likes

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Comments

Simple VotesWord Count

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SelfiesCollages

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Photo Posts

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p < 10-5

The gender distribution of

contributors was statistically significant.

62%33%

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10%

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Comments + Likes

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Everyone Else!4214

Warby Parker!2020

Commenter Distribution

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“Oh man, really tough decision! Both are definitely a

unique look for you. For something a bit less

traditional, we say hit up the Preston. If you are looking to make a statement through

size, then go with the Winston. Thanks for sharing!”

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Other!318

"Thanks!"!1331

Advice!2564

Comment Categories

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“Japhy all the way! I think the frame

fits your face really nicely.”

Comment Length (Words)

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“Thank you! Those were my top two choices :) The only thing I am

torn about now is I think I prefer the Percey more but the Sinclair

feel tighter which I like because my face is pretty narrow and glasses normally just slide right off. Could

the Percey one's be a little stretched out from multiple people trying them on possibly? I'd get the

Percey over Sinclair if there is a chance that the actual ones I

would get would feel a little tighter than this demo pair.”

Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S.

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“I vote Tenleys!” ~

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Discussion

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What do you think?!!?11?!

7 people like this.The Prestons look amazing!

2 people like this.

I like the other ones better, but these are lovely too.

Go for it! These are amazing!

So great!2 people like this.

1 person likes this.

Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S. !29

Networks of distant social ties act “not only as a medium for sharing technical knowledge, but as a place where one can seek advice, gather opinions, and satisfy one’s curiosity about a countless number of things”.

Adamic, 2008

Networks of close social ties are “useful tool[s] for collecting explicit information about [individuals’] preferences and interests that may be difficult to obtain otherwise”.

Bernstein, 2010

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Users of group-shopping sites do not use those sites “first and for most to find ‘deals.’ Instead, [these sites] are used for […] extending and building friendships, and constructing one’s social identity”.

Hillman, 2013

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Design Implications

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“I love how Warby Parker has created this online family; we're all offering sexy and stylish advice whenever someone posts a pic!”

“When you're here on our Facebook wall, you're family. (This post was

inspired by the Olive Garden, which is lovely, by the way.) <-- Part of this post was also inspired by the movie

Old School.”

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Future Work

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4,373 Users

Framing the ConversationThe Role of Facebook Conversations in Shopping for Eyeglasses

Karim Said ksaid1@umbc.edu

Michele Williams mawilliams@umbc.edu

Amy Hurst amyhurst@umbc.edu

Shaun Kane skane@umbc.edu

? ! …