In this study we consider whether 1) image- and word-based communication modes and 2) warmth and competence cues vary in their relative influence on different levels of stakeholder engagement on social media. Specifically, we explore social media fitness Influencers’ abilities to attract followers and get them to positively interact with them via posts and comments. We theorize that differences in the ways each communication mode is processed, and differences in how competence and warmth cues are perceived, will lead to different relative effects on lower- and higher-engagement behaviors. Using the social media platform Instagram, we followed 488 social media entrepreneurs in the fitness and nutrition industry for six-months, and found that images have a positive relationship with less cognitively effortful engagement (following) whereas words do not have a significant relationship, and words have a stronger relationship than images with more cognitively effortful engagement (positive interactions). We also found that competence cues have a stronger positive relationship than warmth cues with the number of followers, and warmth cues have a positive relationship with positive interactions, whereas competence cues do not. Our findings have implications for research on multimode communication, social judgments, and entrepreneur-stakeholder engagement.

中文翻译：

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我不需要学位，我有 Abs：影响者的热情和能力、沟通方式和利益相关者在社交媒体上的参与

在这项研究中，我们考虑 1）基于图像和文字的沟通模式和 2）热情和能力线索是否在其对不同级别的利益相关者参与社交媒体的相对影响方面有所不同。具体来说，我们探索社交媒体健身影响者吸引追随者并通过帖子和评论与他们积极互动的能力。我们推测，每种沟通模式处理方式的差异，以及感知能力和温暖线索的方式差异，将导致对较低和较高参与行为的不同相对影响。使用社交媒体平台 Instagram，我们跟踪了健身和营养行业的 488 位社交媒体企业家六个月，并发现图像与认知努力较少的参与（以下）具有正相关关系，而文字没有显着的关系，并且文字与认知努力参与较多（积极互动）的图像具有更强的关系。我们还发现，能力线索与追随者数量的正向关系比温暖线索更强，温暖线索与积极互动呈正相关，而能力线索则没有。我们的研究结果对多模式沟通、社会判断和企业家-利益相关者参与的研究具有重要意义。我们还发现，能力线索与追随者数量的正向关系比温暖线索更强，温暖线索与积极互动呈正相关，而能力线索则没有。我们的研究结果对多模式沟通、社会判断和企业家-利益相关者参与的研究具有重要意义。我们还发现，能力线索与追随者数量的正向关系比温暖线索更强，温暖线索与积极互动呈正相关，而能力线索则没有。我们的研究结果对多模式沟通、社会判断和企业家-利益相关者参与的研究具有重要意义。