What makes you tick? The psychology of social media engagement in space science communication

Hwong, Yi-Ling; Oliver, Carol; Kranendonk, Martin J. Van; Sammut, Claude; Seroussi, Yanir

doi:10.1016/j.chb.2016.11.068

Cited by 77 publications

(56 citation statements)

References 15 publications

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“…• (B) Component: We included indicators of the media richness of a social media post-Example: Other components in addition to text, such as pictures, links, emojis, or hashtags. (e.g., [23,35]). • (C) Length: We included indicators of the expansion extensiveness of a social media post-Example: The number of lines of text or its visual height (e.g., [14,47]).…”

Section: Methodology Of the Literature Reviewmentioning

confidence: 99%

“…For example, Cvijikj and Michahelles [13] found that including videos enhanced like and share behavior, but it did not have any significant effect on the likelihood that users commented on a post. For components more specific to the social media context, such as hashtags and mentions [23], it was found that the use of hashtags can increase engagement slightly [47].…”

Section: Which Content Characteristics Have Been Shown To Be Positivementioning

confidence: 99%

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Impact of content characteristics and emotion on behavioral engagement in social media: literature review and research agenda

Schreiner

Fischer

Riedl

2019

Electron Commer Res

134

114

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We present a review of N = 45 studies, which deals with the effect of characteristics of social media content (e.g., topic or length) on behavioral engagement. In addition, we reviewed the possibility of a mediating effect of emotional responses in this context (e.g., arousing content has been shown to increase engagement behavior). We find a diverse body of research, particularly for the varying content characteristics that affect engagement, yet without any conclusive results. We therefore also highlight potential confounding effects causing such diverging results for the relationship between content characteristics and content engagement. We find no study that evaluates the mediating effect of emotional responses in the content-engagement relationship and therefore call for further investigations. In addition, future research should apply an extended communication model adapted for the social media context to guarantee rigorous research.

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Section: Methodology Of the Literature Reviewmentioning

confidence: 99%

Section: Which Content Characteristics Have Been Shown To Be Positivementioning

confidence: 99%

Impact of content characteristics and emotion on behavioral engagement in social media: literature review and research agenda

Schreiner

Fischer

Riedl

2019

Electron Commer Res

134

114

View full text Add to dashboard Cite

show abstract

“…Engagement is widely recognized as the most important metric for success in social media presence (Niciporuc ). Hwong et al () found that authenticity (personal and honest writing style), anger (emotional posts), and visual content are important predictors of engagement on Facebook, whereas hashtags and visual content are good predictors of engagement on Twitter. Kahle et al () investigated social media profiles of the European Organization for Nuclear Research (CERN) and found that attractive images, followed by news items, worked best to stimulate user engagement across all social media communication platforms (Instagram, Facebook, Twitter, Google+, etc.).…”

Section: Communication Guidementioning

confidence: 99%

Empirically Supported Out‐of‐the‐Box Strategies for Science Communication by Environmental Scientists

Langan

Cheng

Hunka

2019

Integr Envir Assess & Manag

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Scientists are expected to communicate their research to a wide audience, while often lacking appreciable training. Environmental science poses many value‐laden and ethical questions. This necessitates the identification and use of specific strategies or guidelines, which encourage 2‐way communication and enable trust in both the experts and the scientific results. The objective of this paper is to give environmental scientists tools for effective science communication based on sound scientific evidence that does not require further specialization in communication studies. Using common scientific search engines in Europe, scientific communication literature that met specific parameters was identified. The summarized data contextualize the importance of science communication in environmental sciences but also highlight the need of scientists for communication experts to aid in establishing objectives for particularly complex topics and audiences. Integr Environ Assess Manag 2019;15:499–504. © 2019 SETAC

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“…Specifically, the results of this paper showed that brand posts' linguistic characteristics seem to have more impacts on the number of likes than shares and comments. One possible explanation is that, compared to share and comment, like is a relatively low-involving engagement behavior (Coursaris et al, 2016a;de Vries et al, 2017;Hwong et al, 2017).…”

Section: Discussionmentioning

confidence: 99%

“…Recent research shows that language indeed affects the result of brand-consumer communication in social media. For example, it has been found that language used by brands in their communication with consumers on social media impacts consumers' trust of the brand (Jakic et al, 2017;Gretry et al, 2017), and the psycholinguistic style of social media posts can be used as a useful learning feature to predict engagement with the posts (Hwong, Oliver, Van Kranendonk, Sammut, & Seroussi, 2017;Lee et al, 2018). Therefore, in this paper, we investigate the impacts of linguistic styles of brand posts on consumer engagement in the social media context.…”

Section: Communication Accommodation Theorymentioning

confidence: 99%

Three Essays on Understanding Consumer Engagement with Brand Posts on Social Media

Deng¹

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The rapid proliferation of social media over the last ten years has revolutionized the way that brands and consumers connect, communicate, and interact with each other. Nowadays, approaching creative brand posts in a way that maximizes consumer engagement has become a growing challenge to social media marketers. This thesis addresses this challenge and aims to understand how to enhance consumer engagement with brand posts on social media through the lens of linguistics. To achieve this goal, three independent but related papers were conducted to 1) investigate how the linguistic styles of brand social media posts influence consumer engagement; 2) examine the interactive impacts of consumer comment valence and brand response language style on consumers' evaluation of brand and their intention for future engagement with the brand; and 3) explore whether and how incorporating emojis in brand social media posts affects consumer engagement with the posts. The findings of this thesis reveal that, for brands, using proper language when communicating with consumers on social media can improve consumers' perceptions of brands and enhance their engagement with brands. The results of this thesis deepen our understanding of the role that brand language plays in influencing consumer engagement on social media as well as provide many practical guidelines for social media marketers regarding the language they use in communicating with consumers on social media.

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What makes you tick? The psychology of social media engagement in space science communication

Cited by 77 publications

References 15 publications

Impact of content characteristics and emotion on behavioral engagement in social media: literature review and research agenda

Impact of content characteristics and emotion on behavioral engagement in social media: literature review and research agenda

Empirically Supported Out‐of‐the‐Box Strategies for Science Communication by Environmental Scientists

Three Essays on Understanding Consumer Engagement with Brand Posts on Social Media

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