Primary File
Primary File

Facebook, Inc.: Curating Moods in a Newsfeed Experiment

Hernandez, J., Weber, M., Ferguson, K., O’Rourke, J. S. (editor)
January 26, 2018
North America
Strategy & General Management, Ethics & Social Justice
Crisis Management, Customer Communication, Customer Relations, Ethics, Social Media, Technology
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In 2014, the National Academy of Sciences published a study about an emotional contagion experiment that Facebook conducted on almost 700,000 of its members. Unbeknownst to test subjects, Facebook manipulated the newsfeeds certain members received and studied their reactions. This led to media coverage that called into question Facebook's ethics and corporate procedures. This case examines media and network user backlash to the experiment, and looks at Facebook’s policy on behavioral studies. 8 pp. Case #16-02. (2016)