Exploring the Moderating Effects of Media Complexity on the Relationship between Message Content and Individual Responses in Social Media
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2024-01-03
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2576
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Message content has been researched extensively on how it impacts social media engagement. However, there is a research opportunity to examine the moderating effect of individual media complexity components on the relationship between message content and engagement. This study examines how combinations of message content and luminosity, number of colors, and edges affect the sentiment of responses from the individual. A year of Facebook posts is collected from nine different companies. It is found that brand personality content is positively moderated by luminosity and number of colors but is negatively moderated by edges. Directly informative content is positively moderated by luminosity and negatively moderated by number of colors and edges. Practical applications of the results are outlined for increasing positive social media engagement behavior.
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Decision Making in Online Social Networks, colors, edges, engagement, luminosity, media complexity, social media
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10 pages
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Proceedings of the 57th Hawaii International Conference on System Sciences
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Attribution-NonCommercial-NoDerivatives 4.0 International
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