Improving participation in digital feedback applications: Social norms appeals in technology management

Real-time feedback applications are reshaping employee performance feedback in operations management. Their design and implementation significantly influence employee engagement, which is a key factor in the success of technology-driven business innovations. This study investigates an implementation strategy to optimize feedback app use by employing digital nudges to encourage regular engagement. Drawing on social norms theory and cognitive load theory, we examine how message framing and users’ cognitive states affect the quantity and content features of feedback, including ratings, review length, surprise, and recognition. We conducted two randomized experiments to evaluate the effectiveness of digital nudges. Experiment 1, a field study with over 250 users of the DevelapMe app in a financial firm, tested how message framing and timing influenced cognitive load. Experiment 2, an online randomized controlled trial, explored underlying mechanisms and validated cognitive load measures. The results show that while social norms-based nudges increase feedback volume, they are associated with shorter reviews and reduced recognition and surprise. Employees experiencing lower cognitive load provided more feedback but tended to give lower ratings. Importantly, the interaction between social norms and low cognitive load resulted in higher ratings and more detailed reviews. This suggests that reducing cognitive load can enhance the positive effects of social norms on feedback quality. This study underscores the moderating role of cognitive load in the effectiveness of digital nudges and offers insights into feedback design that promotes both participation and quality. Theoretically, it contributes to research on digital feedback systems by integrating social norms and cognitive load theories to explain employee feedback behavior. Practically, it provides guidance for managers in designing real-time feedback tools that strategically use digital nudges while minimizing cognitive load, fostering a culture of continuous feedback, strengthening engagement, and improving performance management systems.