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Congruency and Users’ Sharing on Social Media Platforms: A Novel Approach for Analyzing Content
Journal of Advertising ( IF 6.528 ) Pub Date : 2022-04-29 , DOI: 10.1080/00913367.2022.2055683
Iman Ahmadi 1 , Adrian Waltenrath 2 , Christian Janze 3
Affiliation  

Abstract

With users increasingly spending time on social media platforms, firms are expanding their activities to cover more than one platform. Each has a unique vernacular—its popular communication style—which increases the need for firms to use platform-specific content optimization. This study distinguishes between textual and visual content intentions, depending on the degree of informative and affective appeals used. We examine how congruency between visual content and platform type and textual content affects users’ sharing. We distinguish between hedonic platforms, such as Facebook, primarily used for entertainment and social interaction, and utilitarian platforms, such as Twitter, primarily used for receiving timely information. We develop a new approach to examine how textual and visual content composition affects users’ sharing behavior across platforms. Based on this new approach, we analyze posts by S&P 500 members operating on Facebook and Twitter. Our results show that posts with visual content congruent with the primary user intent of the platforms are more likely to be shared. Furthermore, Facebook users prefer affective textual and visual content, while Twitter users are more inclined toward a combination of informative visual and affective textual content.



中文翻译:

社交媒体平台上的一致性和用户分享:一种分析内容的新方法

摘要

随着用户越来越多地花在社交媒体平台上的时间,公司正在扩大他们的活动以涵盖多个平台。每个都有独特的方言——其流行的沟通方式——这增加了公司使用特定于平台的内容优化的需求。本研究根据所使用的信息和情感诉求的程度,区分文本和视觉内容的意图。我们研究了视觉内容与平台类型和文本内容之间的一致性如何影响用户的共享。我们区分主要用于娱乐和社交互动的享乐平台(例如 Facebook)和主要用于接收及时信息的实用平台(例如 Twitter)。我们开发了一种新方法来检查文本和视觉内容组合如何影响用户跨平台的共享行为。基于这种新方法,我们分析了标准普尔 500 指数成员在 Facebook 和 Twitter 上的帖子。我们的结果表明,视觉内容与平台的主要用户意图一致的帖子更有可能被分享。此外,Facebook 用户更喜欢有情感的文本和视觉内容,而 Twitter 用户更倾向于信息丰富的视觉和情感文本内容的结合。

更新日期:2022-04-29
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