Conception and Analysis for New Social Networks in University

Community

Alan Quimbita

, Andrés Pupiales

and Graciela Guerrero

1,2 c

Departamento de Ciencias de la Computación, Universidad de las Fuerzas Armadas ESPE, Sangolquí, Ecuador

Departamento de Sistemas Informáticos, Universidad de Castilla – La Mancha, Campus Universitario s/n. Albacete, Spain

Keywords: Human Computer Interaction, Eye Tracking, Social Networks, Systematic Mapping.

Abstract: Social networks have dramatically changed the way people relate to each other. In the university context it

has also been used as communication tools that intervene in the learning process. The objective of this study

is to initiate a research process for the analysis, design and development of a new social network for the

university community. Thus, a systematic mapping of literature was proposed with the research topic: social

network analysis based on eye tracking. The method used establishes a research protocol that defines the

guidelines for research, information extraction and analysis of the results of the mapping study. Among the

results obtained, there is a growing trend in the use of eye tracking to obtain requirements prior to the design

of a social network.

1 INTRODUCTION

Communication within a Higher Education

Institution (HEI) is of vital importance, each member

of the community must be aware of the different

activities that the institution carries out; likewise, the

different processes or procedures that each member

can carry out and the places where these are carried

out. This type of communication carried out within

the HEIs is known as internal communication;

(Vértice, 2007) defines it as "[...] that which is

oriented to the internal public which is the group of

people who make up an institution and who are

directly linked to it". HEIs have several internal

communication tools such as social networks, blogs,

the official website of the HEI, bulletins, posters, etc.

(De La Hoz, Acevedo, & Torres, 2015), social

networks being the most used tools in internal

communication (Almenara & Marín, 2013) due to the

globalization of the same.

(Aguirre Naranjo, 2014) states that within the

Pontificia Universidad Católica del Ecuador (PUCE)

the most frequent activity among students is the use

of Facebook, in the same way Aguirre confirms that

students usually inform themselves about the

https://orcid.org/0000-0003-3728-9736

https://orcid.org/0000-0001-6064-1086

https://orcid.org/0000-0002-0903-734X

activities that take place through social networks

(14%), email (24%) and conversations with

colleagues (28%), demonstrating that digital

communication channels are well received by the

university community.

Ramakrishna claims that social networks have

significantly changed the ways in which people

interact (Kumar, Maheshwari, & Kumar, 2016). Due

to the habituation of the use of social networks, the

media was affected in two ways: positive, which

encompasses different benefits such as: instantaneous

communication, asynchronous communication,

elimination of spatial barriers (long distances), etc.,

and a negative one, showing how the media has

become more important in the usual way of

communication in today's societies. (Djamasbi,

Siegel, & Tullis, 2005) points out that "a large main

image, celebrity images, short texts and a search

system are design elements that appeal to a

Generation Y audience" (Bodrunova, Yakunin, &

Smolin, 2016). (Bodrunova & Yakunin, 2017) state

that "a good user experience can be achieved by

creating pages that generate confidence in users".

They also differentiate two levels on which the

evaluation is carried out: the macro level, general

592

Quimbita, A., Pupiales, A. and Guerrero, G.

Conception and Analysis for New Social Networks in University Community.

DOI: 10.5220/0009566105920598

In Proceedings of the 22nd International Conference on Enterprise Information Systems (ICEIS 2020) - Volume 2, pages 592-598

ISBN: 978-989-758-423-7

design structure, and the micro level, which is

subdivided into syntagm and typography.

The communication work within the HEIs has

been affected by the ineffectiveness of the different

communication channels used in them, giving rise to

misinformation of the members of the university

community, causing total or partial ignorance of news

of great importance related to events, campaigns or

projects that are carried out within the community, in

the same way this misinformation affects negatively

the institutional image of the HEI (Andrade, 2019).

Some examples that show the ineffectiveness of

the communication channels can be found in studies

such as the one carried out by (Aguirre Naranjo,

2014) who shows that a large percentage of the PUCE

university community qualifies the communication

channels that exist within the same institution as

ineffective, (Cabascango, 2018) states that most of

the community of the Universidad San Francisco de

Quito (USFQ) is moderately informed about the

events that have taken place within the institution and

(Andrade, 2019)states that a large percentage of the

community of the Universidad Laica Vicente

Rocafuerte considers both internal and external

communication to be inefficient.

The objective of this paper is to present a

systematic mapping to provide a vision that allows

HEIs to know about the different tools for the

conception and analysis of a social network, which

allows to greatly improve the internal communication

present within the community and its institutional

image.

The rest of this paper is structured as follows.

Section 2 explains the research method used. Section

3 presents the results of the systematic mapping.

Section 4 presents the discussion. Finally, Section 5

shows the main findings of the investigation.

2 METHOD

This section describes the methodology used in the

systematic mapping of social network and website

analysis using eye tracking technologies. First, the

methodology of the research is described, where the

approach of a research protocol based on the

determined search area stands out. We then present

the collection of information based on the proposed

protocol, the sources and search chains, and the

selection of studies after applying the established

inclusion and exclusion criteria.

2.1 Investigation Methodology

2.1.1 Research Interest

This study is designed to meet the purposes explained

below. Words like “is”, “or”, “then”, etc. should not

be capitalized unless they are the first word of the

title. The general objective is to be an investigation as

a starting point for the analysis, design and

development of a new social network in the university

context. Thus, it is expected that the results of the

research will provide a guideline for the following

phases in the creation of an internal communication

tool for the university community, based on the use

of eye tracking technology as a method to obtain

specifications and features focused on the user

experience.

The first objective of this systematic mapping

study is to quantitatively identify scientific research

based on the study of social networks, analysing their

interface, the important or most used characteristics,

or the techniques for their design using eye tracking

methods. The second is to execute a broad temporal

analysis of research related to the study of social

networks and their specifications using eye tracking,

with the intention of determining a trend (increasing

or decreasing) in this area of research. The third

objective is to extract the eye tracking tools used in

the analysis of the social network interface or its

design. The last objective is to identify the

characteristics of the social networks studied with eye

tracking and frame them in a specific research

category, after an in-depth analysis of the literature.

To conduct this secondary study, the guidelines

proposed by (Petersen, Vakkalanka, & Kuzniarz,

2015) were observed. In addition, the "Model

Protocol for Systematic Mapping" (EBSE-RG., 2009)

was used as a checklist to corroborate that a proper

process has been followed. The process consists of

three phases: (1) The Research Directive contains the

protocol designed for the study, identifies the

scenario in which it will be investigated, and then

presents the research questions that will guide the rest

of the work. (2) Information gathering indicates

relevant studies according to the inclusion and

exclusion criteria defined in the protocol previously.

(3) The Results phase carries out the mapping of the

literature based on the established criteria and its

analysis to answer the research questions.

2.1.2 Research Directives

This section presents the research protocol as the first

step in conducting systematic literature mapping.

Conception and Analysis for New Social Networks in University Community

593

Words like “is”, “or”, “then”, etc. should not be

capitalized unless they are the first word of the

subtitle. It was developed by the first author and then

revised and applied by both authors. The protocol

establishes a topic of study (social network analysis

using eye tracking), and results in the setting of

research questions; the search process includes

keywords for the search strings, inclusion and

exclusion criteria to select the studies and quality

assessment, and the databases to be used. Finally, the

method of information extraction is presented. To

reduce the risk to validity across the study it was

established within the protocol that each phase of the

mapping study must be validated by both authors in

scheduled sessions.

The research questions (RQ) for this study are

(RQ1) Are there any published studies related to the

analysis of interfaces, features or design of social

networks using eye tracking technology? How many

studies have been published? (RQ2) Is there a time

trend in research based on analysis of social networks

using eye tracking? (RQ3) RQ3. What tools or

platforms are considered in eye tracking-based social

network analysis? (RQ4) According to the data

analysis, what are the characteristics of the social

networks that have been studied using eye tracking?

Within which research category are they framed?

2.2 Information Gathering

The study search strategy should lead to the inclusion

and exclusion of documents. The search strategy of

this study involves database queries using customized

search strings, followed by manual filtering of the

studies found through previously established

inclusion and exclusion terms. Two investigators

were in charge of executing the search strategy.

2.2.1 Sources and Search Chains

Three reference databases were consulted in the area:

Scopus (Elsevier), IEEE Xplore (IEEE) and ACM DL

(ACM). These ones were selected because of their

relevance in the study topic. From the established

research questions, the key words were identified,

which make up the search chain. All the words

forming the search string are connected by AND/OR

to ensure that all the papers resulting from the search

are relevant to the research topic. The final search

string was: "click through rate" AND ("gaze tracking"

OR "eye tracking") AND ("heat map" OR "heat

system") AND "social network".

The first part of the search string consists of the

click indicator using its English translation; the

second part consists of the terms for eye tracking and

English synonym; the third part consists of the

representation of the data analysis through maps. For

each of the searches in the different databases, the

search was filtered so that the words within the string

are found within the title, summary or keywords of

the different results obtained.

2.2.2 Inclusion and Exclusion Criteria

The terms of inclusion and exclusion established to

perform the relevance filtering of the resulting studies

are as follows:

Terms of inclusion:

I1. Studies using tools for eye-tracking/gaze-

tracking on social networks/websites

I2. Studies using tools for click-through-rate on

social networks/websites

I3. Studies that have been published between

January 1, 2014 and October 22, 2019

I4. Studies that are research articles from

journals and conference papers.

Terms of exclusion:

E1. Studies that have no proven scientific basis.

E2. Duplicate studies in several databases.

E3. Studies not accessible in full text.

E4. Studies published before January 1, 2014

2.2.3 Search Process

As shown in the search process described in Fig. 1,

the search string was applied in the different

databases listed above, a large number of studies were

obtained.

Figure 1: Search process. Automatic search and filtering of

studies considering the inclusion criteria I1, I2, I3 and

exclusion criteria E1, E2, E3 and E4 Total number of

studies obtained.

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Two researchers were responsible for the filtering

of the 462 studies obtained independently. The first

screening process involved reading titles and

abstracts, thus 60 studies were identified. To

complete the screening process, the researchers

performed a complete reading of each study. In

addition to taking into account the inclusion and

exclusion criteria set out above, a total of 17 studies

were obtained that were useful for the research; Fig.

2 shows the number of articles selected by each

database. Searching for articles in a single database

may result in the loss of important articles, justifying

the need to use more than one.

Figure 2: Number of studies selected according to each

database.

3 RESULTS

Finally, 17 publications were selected according to

the methodology described above. The relevant

information to answer the research questions was

extracted in a summary table where the following

fields were detailed for each selected publication: eye

tracking tools or platforms used in the study, web

pages used for eye tracking analysis, the

characteristics of the social networks studied with eye

tracking. Then, descriptive statistics and frequency

analysis were used to answer the questions posed in

this study.

RQ1. Are there any published studies related to

the analysis of interfaces, features or design of social

networks using eye tracking technology? How many

studies have been published?

Within the study period between January 1, 2014,

and October 31, 2019, a total of 17 studies directly

related to the analysis of the characteristics or design

of social networks using eye tracking were published.

These works were indexed in important databases

such as IEEE Xplore and Scopus. The selected studies

are listed and discussed in the Appendix.

RQ2. Is there a time trend in research based on

social network analysis using eye tracking?

Based on the years of publication of the 17

selected studies, an increasing temporal trend has

been observed. This increase in social network

studies using eye tracking can be seen in Fig. 3.

where, in addition, the trend line is increasing. In the

year 2014 there were a maximum of 3 publications

and then it is remarkable a decrease of 33.33% in the

number of publications for the year 2015. In the

following years, more studies in this specific area are

observed, with a 50% increase until 2018. For the last

year analysed, 2019, research on social networks

based on eye tracking increased by 100% with respect

to the years with fewer publications in this area.

Figure 3: Time trend based on the number of studies

published over the years.

RQ3. What tools or platforms are considered in

the analysis of social networks based on eye

tracking?

From the studies compiled in this research it has

been observed that Tobii eye tracking systems are the

most used, being mentioned in 35.3% of the analysed

research (Chynał, Falkowska, & Sobecki, 2018),

(Güner & İnal, 2015) (Li, Che, Yuan, & Li, 2018),

(Mabila & Ssemugabi, 2014), (Shahimin, Saad,

Sivaji, Tzuaan, & Khean, 2014) and (Wong, Bartels,

& Chrobot, 2014). Another tool that is preferred in

eye tracking studies is Eye-tribe being used on 11.8%

occasions (Divya, Amudha, & Jyotsna, 2016 ), and

(Pavani, Prakash, Koushik, Amudha, & Jyotsna,

2019). These visual tracking systems have in

common that they feature fast calibration

environments, and parameterizable configuration

options. On the other hand, among the rest of the

alternative tools that have been used are: Mangold

Vision Eye Tracking System (Eger, 2018), SMI RED

eye tracking (Kumar, Maheshwari, & Kumar, 2016),

EyeNTNU (Wang & Hung, 2019), Gaze Visual (Kar

& Corcoran, 2019) and UXmood (Franco, et al.,

2019); each tool has been used in at least 5.9% of the

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595

research on social networks based on eye tracking. As

shown in Figure 4, Tobii stands out as the most used

tool in eye tracking studies.

Figure 4: Outstanding tools in social network studies using

eye tracking.

RQ4. According to the data analysis, what are

the characteristics of the social networks that have

been studied using eye tracking? Within which

research category are they framed?

In order to make the best use of the analysis

capacity with eye tracking some researches raise the

analysis of the characteristics of the social network

websites at macro and micro level. Thus, some of the

aspects analysed were: at macro level the

composition, colour, zoning and spacing at page

level, combination of content and visual relevance of

design elements; at micro level individual block

parameters, typography, line spacing and readability

(Bodrunova, Yakunin, & Smolin, Comparing

efficacy of web design of university websites: Mixed

methodology and first results for Russia and the USA,

2016), (Bodrunova, Yakunin, & Smolin, 2016), (Li,

Che, Yuan, & Li, 2018) and (Divya, Amudha, &

Jyotsna, 2016 ). Another viewpoint adopted for social

network analysis using eye tracking defines the

search for a user-generated pattern when browsing

through web pages, for example: examining user

viewing patterns and attention to banners (Güner &

İnal, 2015) understanding viewing patterns on

Facebook pages (Kumar, Maheshwari, & Kumar,

2016)analysing users' visual behaviour while

browsing a website (Wong, Bartels, & Chrobot,

2014); studying the distribution of visual attention

when browsing through Facebook pages (Wang &

Hung, 2019).

Social networks currently are also analyzed by

using eye tracking when looking to establish a

relationship between the user's visual attention in

addition to the time it takes to perform a specific task.

The studies that followed this line of research raised

the following approaches: what elements the user

focuses on while searching for information on a web

page, and how long it takes to find the desired

elements (Chynał, Falkowska, & Sobecki, 2018);

determine the time and frequency of visual fixation to

infer the elements of interest of the student in an

educational portal and show exactly in what order and

for how long the students look at a set of web objects

(Eger, 2018); what elements the user focuses on while

performing a task and how long it takes to complete

it (Mabila & Ssemugabi, 2014); determine the

accuracy, efficiency and satisfaction of users with the

interface when performing a specific task (Olmsted-

Hawala, Holland, & Quach, 2014); establish the

relationship between the time of the first fixation and

the duration of the fixation recorded to the elements

of a web page using an eye tracking tool and then

create a heat map (Shahimin, Saad, Sivaji, Tzuaan, &

Khean, 2014). Finally, other research used eye

tracking to study the features that a website should

have for its implementation (Hudák, Kianičková, &

Madleňák, 2017), highlighting those that could help

navigability (Pavani, Prakash, Koushik, Amudha, &

Jyotsna, 2019) and improve user satisfaction

regarding the layout of the elements that are presented

such as: video, audio and text (Franco, et al., 2019).

From the results obtained for the last research

question (RQ4), four dimensions have been

determined through which social networks are

analyzed using eye tracking: evaluation of website

characteristics, identification of visual patterns,

visual fixation/ task completion time relationship and

analysis of website requirements. Then, these four

dimensions were framed within a research area

(Computer Science) and category (Theory &

Methods and Software Engineering) according to

Web of Science (WoS). Fig. 5. shows the number of

studies of each dimension crossed with the categories

proposed by WoS.

4 DISCUSSION

First, when analysing the time trend in research based

on social network analysis using eye tracking, there is

an augmentation present not only in the number of

studies carried out, but also in the fields were this

technology was applied.

The predominance of studies with a high content

of scientific evidence is of great importance to

establish the aspects and evaluation tools that are used

in most studies, which allows to point to a high degree

of maturity of the state of the art. Regarding to the

evolution over time of the number of publications in

recent years, it has been noted that the number of

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studies has maintained a slight increase, showing that

interest in this area has not shown any decrease, on

the contrary, it maintains its importance as an area of

avant-garde research.

Figure 5: Number of studies of each dimension according

to the categories proposed by WoS.

The results obtained in the present systematic

mapping show that most of the studies make use of

Tobii equipment for research, related to eye tracking

within different web systems, showing this tool as the

preferred one for this kind of evaluations; in the same

way, it can be observed that open source software

within the eye tracking area is very scarce, but those

existing ones are available through GitHub so that

users can make improvements and modifications that

are useful for their development.

There are two specific categories (according to

WoS) were the eye tracking technologies are being

used: a) theory & methodology, and b) software

engineering. The first category includes the

recognition of visual patterns when the user is

performing a particular task, hence the eye tracking

tools are used to create and analyse these patterns.

The second category involves the eye tracking

technologies in the development process of websites

at two points: at the beginning, for getting the initial

requirements; and at the end, to evaluate the features

developed in the web design through the user

experience and heat maps.

5 CONCLUSIONS

This systematic mapping study shows a remarkable

increase in the interest of using eye tracking tools for

social network analysis, thus leading to a continuous

improvement in the field of web systems

development. Proof of this is the increase of studies

related to this research topic due to more studies were

carried out within the last five years, and a high

percentage of scientific evidence is reflected in

researching of a similar nature.

In addition to eye tracking tools, it was observed

that a large number of studies were conducted using

Tobii eye tracking equipment, thus demonstrating the

quality, confidence and adequate performance of this

specific device. On the other hand, the mapping

showed that the areas of greatest interest in the use of

eye tracking technology were: the identification of

visual patterns and visual fixation/time relationship in

the performance of tasks. However, it is needed to

point the boost of eye tracking in software

engineering tasks in the last three years, such as:

website’s features evaluation and web site

requirements analysis. Finally, it should be noted that

two groups of features were identified that are

evaluated when using eye tracking tools, which are:

a) those that are related to evaluations of website

design at macro level (composition, colour, zoning

and spacing at page level, combination of content and

visual relevance of design elements) and micro level

(individual block parameters, typography, line

spacing and readability); and b) those that relate to the

user experience (efficiency, navigability, satisfaction)

when performing certain tasks within the website,

which besides leads to the generation of visual

patterns and heat maps.

The eye tracking technology has been involved in

the whole process of websites development: to

establish the start point; to evaluate the user

experience when interacting with the website and get

patterns; and when an improvement in the web design

is needed. According to these results, the use of eye

tracking in development of new social networks is

expected to maintain the interest of HEIs.

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