The large number of users in social networks and the expansion of this kind of tool in the last years has modified how people communicate and personal relationships. An important question for the understanding of this expansion is the use of persuasion strategies in the application's user interface. By using a computational tool as a conversation mediator, interaction will occur supported by the functions made available by the tool. Therefore, if the interactions take place in distinct ways due to the tool's architecture, it must be known whether the persuasion strategies embedded in social networking tools can influence attitudes, behavior or values experienced by users. The goal of this research was to understand the use of persuasion strategies, their effects and how Facebook users behave when faced with such strategies. The results enabled the characterization of user profiles within the research samples collected form the Facebook social network, as well as the identification of strategies implemented in this tool and their influence on user behavior.
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