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Exploring the Effects of Quantitative and Qualitative Cues on Social Media Engagement and User Perceptions /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Exploring the Effects of Quantitative and Qualitative Cues on Social Media Engagement and User Perceptions /Eun Huh.
Author:	Huh, Eun,
Description:	1 electronic resource (114 pages)
Notes:	Source: Dissertations Abstracts International, Volume: 87-06, Section: A.
Notes:	Advisors: Vangelisti, Anita L. Committee members: Dailey, René; Daly, John; Atkinson, Lucy.
Contained By:	Dissertations Abstracts International87-06A.
Subject:	Web studies.
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=32460829
ISBN:	9798270232771

Exploring the Effects of Quantitative and Qualitative Cues on Social Media Engagement and User Perceptions /
Huh, Eun,

Exploring the Effects of Quantitative and Qualitative Cues on Social Media Engagement and User Perceptions /Eun Huh. - 1 electronic resource (114 pages)

Source: Dissertations Abstracts International, Volume: 87-06, Section: A.

The present study aimed to examine how quantitative and qualitative cues on social media posts, both uniquely and concurrently, might affect individuals' engagement-related responses and perceptions of those who shared the posts. Engagement-related responses were examined in terms of (a) attention, perceived aesthetics, and perceived usefulness, and (b) willingness to like and comment on a post. Perceptions were examined in terms of individuals' perceptions of (a) users as effective communicators, (b) users' online social status, and (c) users' social influence. An online experiment was conducted with a sample of undergraduate students (N = 177). The findings revealed that high quantitative cues increased focused attention and perceived aesthetics but did not affect perceived usability, while positive qualitative cues enhanced perceived aesthetics only. Additionally, both quantitative and qualitative cues significantly influenced viewers' willingness to "like" a post, but not their willingness to comment. Qualitative cues also shaped perceptions of users' credibility, social attractiveness, and social status, whereas quantitative cues had no effect on these perceptions. No significant interaction effects between quantitative and qualitative cues were observed. The findings contribute to the understanding of bandwagon cues and their role in shaping user perceptions and interactions. Finally, implications for designing interventions to enhance user engagement and digital communication effectiveness are discussed.

English

ISBN: 9798270232771Subjects--Topical Terms:

708690
Web studies.
Subjects--Index Terms:

Quantitative cues

Exploring the Effects of Quantitative and Qualitative Cues on Social Media Engagement and User Perceptions /
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520 $a The present study aimed to examine how quantitative and qualitative cues on social media posts, both uniquely and concurrently, might affect individuals' engagement-related responses and perceptions of those who shared the posts. Engagement-related responses were examined in terms of (a) attention, perceived aesthetics, and perceived usefulness, and (b) willingness to like and comment on a post. Perceptions were examined in terms of individuals' perceptions of (a) users as effective communicators, (b) users' online social status, and (c) users' social influence. An online experiment was conducted with a sample of undergraduate students (N = 177). The findings revealed that high quantitative cues increased focused attention and perceived aesthetics but did not affect perceived usability, while positive qualitative cues enhanced perceived aesthetics only. Additionally, both quantitative and qualitative cues significantly influenced viewers' willingness to "like" a post, but not their willingness to comment. Qualitative cues also shaped perceptions of users' credibility, social attractiveness, and social status, whereas quantitative cues had no effect on these perceptions. No significant interaction effects between quantitative and qualitative cues were observed. The findings contribute to the understanding of bandwagon cues and their role in shaping user perceptions and interactions. Finally, implications for designing interventions to enhance user engagement and digital communication effectiveness are discussed.
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