All That Glitters Is Not Code? Understanding the Predictors of Developer Popularity and Sponsorship on a Social Coding Platform

A developer's popularity plays a crucial role in their success within open source software (OSS) communities and their access to sponsorship opportunities. This study seeks to answer the question: which signals have the most predictive power for popularity and sponsorship volume on social coding platforms? Using algorithm-supported abductive theory generation supplemented by qualitative insights from observations and interviews, we arrive at a theory of peer evaluation in OSS communities. We examine a large number of signals and categorize them. The two categories are signaling via self-disclosure through profile signals and signaling via contribution quantity and quality through behavioral signals. The large amount of data available to us allows us to use machine learning techniques to arrive at top-ranking predictors within each category. We generate our theory by finding robust patterns and test our theory using a hold-out sample. Our findings indicate that easily observable credibility-enhancing and approachability-related developer profile signals hold greater predictive importance in shaping popularity. However, harder to observe and more complex behavioral signals show greater predictive importance for sponsorship volume. These results signify that OSS social coding platforms are not meritocratic, as developer self-disclosure significantly influences popularity. In contrast, sponsorship decisions, due to their high cost and irreversibility, depend on within-platform contribution-related signals. This research contributes to a deeper understanding of popularity and sponsorship within peer-to-peer followership networks in OSS communities. Through our research, platforms are better informed about the predictors of popularity and sponsorship and can introduce measures to enhance the meritocratic nature of these communities. Developers who seek influence and sponsorship on the platform can be more strategic about information disclosure and their contributions.