234 Copyright © 2015, IGI Global. Copying or distributing in print or electronic forms without written permission of IGI Global is prohibited. Chapter 11 User Engagement in Feedback Sharing through Social Inluence ABSTRACT Organizations continuously strive to engage customers in the services development process. The Social Web facilitates this process by enabling novel channels for voluntary feedback sharing through social media and technologically advanced environments. This chapter explores how social inluence design principles can enhance the efectiveness of socio-technical systems designed to alter human behavior with respect to sharing feedback. Drawing upon social science theories, this chapter develops a research framework that identiies social inluence design principles pertinent to persuasive systems that facilitate user engagement in feedback sharing. The design principles are then implemented in an information system and their efects on feedback sharing are explored in an experimental setting. The main indings of this chapter contribute to research related to social inluences on user behavior and to the practice of designing persuasive information systems. INTRODUCTION The rapid evolution of information and com- munication technologies and the emergence of the social web are continuously reshaping how businesses engage customers. Ever-growing connectivity not only provides new methods for organizations to retain existing customer rela- tionships, but also enables novel approaches to providing rich customer engagement experiences (Payne et al., 2008). At the same time, customers are steadily developing an understanding of the spectrum of opportunities provided by emerging technologies. They acquire new habits of interac- tion and consumption, which then determine their expectations about how services are designed (Prahalad & Ramaswamy, 2003; Schlager et al., 2013). Customers increasingly demand products Agnis Stibe University of Oulu, Finland Harri Oinas-Kukkonen University of Oulu, Finland DOI: 10.4018/978-1-4666-7262-8.ch011