Do LLM-Driven Agents Exhibit Engagement Mechanisms? Controlled Tests of Information Load, Descriptive Norms, and Popularity Cues
Organizations: Department of Communication, Michigan State University, USA · College of Computer Science and Technology, Zhejiang University, China · School of Software Technology, Zhejiang University, China
Abstract
Large language models make agent-based simulation more behaviorally expressive, but they also sharpen a basic methodological tension: fluent, human-like output is not, by itself, evidence for theory. We evaluate what an LLM-driven simulation can credibly support using information engagement on social media as a test case. In a Weibo-like environment, we manipulate information load and descriptive norms, while allowing popularity cues (cumulative likes and Sina Weibo-style cumulative reshares) to evolve endogenously. We then ask whether simulated behavior changes in theoretically interpretable ways under these controlled variations, rather than merely producing plausible-looking traces. Engagement responds systematically to information load and descriptive norms, and sensitivity to popularity cues varies across contexts, indicating conditionality rather than rigid prompt compliance. We discuss methodological implications for simulation-based communication research, including multi-condition stress tests, explicit no-norm baselines because default prompts are not blank controls, and design choices that preserve endogenous feedback loops when studying bandwagon dynamics.
Figures & tables
| Study Component | Origin | Role in Design |
|---|---|---|
| Agent profiles ( ) | Real-world data (Sina Weibo) | Provide topic-specific user attributes and network structure |
| Follower–following relationships | Real-world data (partial network) | Establish diffusion pathways and content visibility channels |
| Seed posts ( , Chinese) | Real-world data (DeepSeek discussions) | Initialize cascades with empirically grounded content |
| Information load (4 conditions) | Experimentally manipulated | Vary choice-set size at each activation (posts shown) |
| Descriptive norm regime (3 conditions) | Experimentally manipulated | Manipulate perceived engagement prevalence via prompt framing |
| Agent activation probability (1% per timestep) | Controlled simulation parameter | Hold activity rate constant across conditions |
| Predictor | Odds Ratio | -value | ||
| Intercept | -2.787 | 0.041 | 0.062 | |
| Popularity Cues a | 4.624 | 0.115 | 101.871 | |
| Low Load (vs. Lowest Load) b | -0.438 | 0.056 | 0.645 | |
| Medium Load (vs. Lowest Load) b | -0.758 | 0.051 | 0.469 | |
| High Load (vs. Lowest Load) b | -1.297 | 0.049 | 0.273 | |
| Like-dominant Norm (vs. No Norm) c | 0.291 | 0.057 | 1.338 |
| Quote (vs. Like) | Repost (vs. Like) | |||||||
| Predictor | OR | OR | ||||||
| Intercept | -0.180 | 0.081 | 0.835 | .027 | -4.108 | 0.380 | 0.016 | |
| Popularity cues a | -0.935 | 0.098 | 0.392 | 0.141 | 0.338 | 1.152 | .676 | |
| Low Load (vs. Lowest Load) b | -0.418 | 0.112 | 0.658 | -0.084 | 0.498 | 0.919 | .865 | |
| Medium Load (vs. Lowest Load) b | -1.522 | 0.122 | 0.218 | 0.262 | 0.537 | 1.300 | .626 | |
| High Load (vs. Lowest Load) b | -1.683 | 0.116 | 0.186 | -0.595 | 0.528 | 0.552 | .259 | |
| RQ | Mechanism focus | Engagement stage | Core finding | Implication |
|---|---|---|---|---|
| RQ1 | Information load | Threshold (engage vs. read) | Higher information load generally reduces the likelihood of transitioning from reading to any engagement, especially in the no-norm and like-dominant regimes. | Participation thresholds are load-sensitive. |
| RQ2 | Popularity cues / bandwagon effects | Threshold (primary) and allocation (secondary) | Stronger popularity cues substantially increase the likelihood of engagement, consistent with bandwagon effects; conditional on engagement, popularity cues are associated with greater concentration on focal actions within regimes. | Popularity cues shape both participation and allocation. |
| RQ3 | Descriptive norms | Allocation (like/repost/quote) | Descriptive norm prompts systematically reorganize engagement allocation toward the normatively emphasized action without enforcing fixed proportions. | Norms reorganize engagement composition. |
| RQ4 | Joint effects | Threshold and allocation | Information load, descriptive norms, and popularity cues interact: the association between popularity cues and engagement varies across norm regimes and load levels, with the repost-dominant regime showing crossover patterns in which higher load can amplify responsiveness to popularity cues. | Mechanisms are conditional, not additive. |
Large Language Model-Based Social Simulation
Large language model-based social simulation studies how language-model agents represent people and interact to produce social behavior.
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