Post-Story: Influence of Introducing Story Feature on Social Media Posts

Alibakhshi, Reza; Srivastava, Shirish C.

doi:10.1080/07421222.2022.2063550

Cited by 9 publications

(2 citation statements)

References 43 publications

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“…Similar to advertising engagement, people's engagement behaviors are visible to others in a circle of friends or in a community and can thus be considered an essential extension of social media profiling (e.g., choosing usernames and avatars). Hence, it is natural to investigate social media engagement from the perspective of self‐disclosure (Aboulnasr et al, 2022; Alibakhshi & Srivastava, 2022). In particular, this study considered social media engagement as a mediator between the authenticity of username and avatar and advertising engagement.…”

Section: Literature Reviewmentioning

confidence: 99%

How do username and avatar affect people's engagement with native advertising on social media: From the self‐disclosure perspective

Yang,

Zhang,

Gao

2024

Psychology and Marketing

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The effect of self‐profiling on people's responses toward commercial information (e.g., advertisements) delivered on social media remains unexplored. This study proposed a conceptual model examining the path from the authenticity of username and avatar and its antecedents to native advertising engagement from the perspective of self‐disclosure. Four subsequent studies were conducted to test our research model. The results indicated that the authenticity of username and avatar is a crucial determinant of engagement with advertising information. Moreover, social media involvement moderates the relationship between the authenticity of username and avatar and advertising engagement. Social media engagement partially mediates the relationship between the authenticity of username and avatar and advertising engagement. Regarding the antecedents of the authenticity of username and avatar, self‐presentation, relationship building, privacy concerns, privacy risks and trust belief are significant, while relationship maintenance is insignificant. This study contributes to our understanding of self‐profiling authenticity and its effect on people's engagement by employing the theory of self‐disclosure in the context of social media and provides critical managerial insights for social media platforms and advertisers.

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Section: Literature Reviewmentioning

confidence: 99%

How do username and avatar affect people's engagement with native advertising on social media: From the self‐disclosure perspective

Yang,

Zhang,

Gao

2024

Psychology and Marketing

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“…Our results also show that followers' interaction on Instagram is higher when the NPO uses less stories. In this sense, overuse of stories can overload the follower with information-giving them the feeling that they are already up-to-date with stories-as well as decrease the time and resources that NPOs invest in creating and disseminating their more elaborated feed posts (Alibakhshi & Srivastava, 2022).…”

Section: Variablesmentioning

confidence: 99%

Engagement of nonprofit organizations' followers on Instagram

Elvira‐Lorilla,

Garcia‐Rodriguez,

Romero‐Merino

et al. 2023

Nonprofit Mgmnt & Ldrshp

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This study analyzes the variables associated with followers' reactions to the Instagram posts of nonprofit organizations (NPOs). We analyzed all the 980 posts published by 58 Spanish nongovernmental development organizations on their Instagram feeds for 5 weeks. The results show that follower engagement, in terms of likes and comments, is associated with organizational characteristics of the NPOs (government grants, internationalization, religiosity), their use of social media (experience on other social media platforms, Instagram activity), and the content of the posts (engagement hierarchy classification, visual content, originality of content, use of interactive tools). For NPOs, these results indicate the importance of being aware of their own characteristics and the need to promote other aspects that they can control (the use of social media and the content they incorporate in their posts) to achieve greater levels of engagement.

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Content provision strategy selection for a media platform in the presence of traffic revenue

Jiang

2024

Electron Commer Res

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Post-Story: Influence of Introducing Story Feature on Social Media Posts

Cited by 9 publications

References 43 publications

How do username and avatar affect people's engagement with native advertising on social media: From the self‐disclosure perspective

How do username and avatar affect people's engagement with native advertising on social media: From the self‐disclosure perspective

Engagement of nonprofit organizations' followers on Instagram

Content provision strategy selection for a media platform in the presence of traffic revenue

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