How Readability Shapes Social Media Engagement

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dc.creator Pancer, Ethan
dc.creator Chandler, Vincent, 1983-
dc.creator Poole, Maxwell
dc.creator Noseworthy, Theodore J.
dc.date.accessioned 2022-03-14T12:05:36Z
dc.date.available 2022-03-14T12:05:36Z
dc.date.issued 2019-04
dc.identifier.issn 1532-7663
dc.identifier.issn 1057-7408
dc.identifier.uri http://library2.smu.ca/xmlui/handle/01/30856
dc.description Published version en_CA
dc.description.abstract We suggest that text readability plays an important role in driving consumer engagement on social media. Consistent with a processing fluency account, we find that easy-to-read posts are more liked, commented on, and shared on social media. We analyze over 4,000 Facebook posts from <i>Humans of New York</i>, a popular photography blog on social media, over a 3-year period to see how readability shapes social media engagement. The results hold when controlling for photo features, story valence, and other content-related characteristics. Experimental findings further demonstrate the causal impact of readability and the processing fluency mechanism in the context of a fictitious brand community. This research articulates the impact of processing fluency on brief word-of-mouth transmissions in the real world while empirically demonstrating that readability as a message feature matters. It also extends the impact of processing fluency to a novel behavioral outcome: commenting and sharing actions. en_CA
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dc.description.provenance Made available in DSpace on 2022-03-14T12:05:36Z (GMT). No. of bitstreams: 1 Prancer_Ethan_article_2019.pdf: 199141 bytes, checksum: f1b40d2b2b75b1a5eb6ab998630d5830 (MD5) Previous issue date: 2019-04 en
dc.language.iso en_CA en_CA
dc.publisher Wiley Periodicals, Inc. en_CA
dc.relation.uri https://doi.org/10.1002/jcpy.1073
dc.rights © 2018 The Authors. Journal of Consumer Psychology published by Wiley Periodicals, Inc. on behalf of Society for Consumer Psychology. This is an open access article under the terms of the Creative Commons Attribution License, which permits use, distribution and reproduction in any medium, provided the original work is properly cited.
dc.subject.lcsh Social media
dc.subject.lcsh Readability (Literary style)
dc.subject.lcsh Engagement (Philosophy)
dc.title How Readability Shapes Social Media Engagement en_CA
dc.type Text en_CA
dcterms.bibliographicCitation Journal of Consumer Psychology 29(2): 262-270. (2019) en_CA
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© 2018 The Authors. Journal of Consumer Psychology published by Wiley Periodicals, Inc. on behalf of Society for Consumer Psychology. This is an open access article under the terms of the Creative Commons Attribution License, which permits use, distribution and reproduction in any medium, provided the original work is properly cited.
 
Published Version: https://doi.org/10.1002/jcpy.1073
 
 

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