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Institute
Observing inconsistent results in prior studies, this paper applies the elaboration likelihood model to investigate the impact of affective and cognitive cues embedded in social media messages on audience engagement during a political event. Leveraging a rich dataset in the context of the 2020 U.S. presidential elections containing more than 3 million tweets, we found the prominence of both cue types. For the overall sample, positivity and sentiment are negatively related to engagement. In contrast, the post-hoc sub-sample analysis of tweets from famous users shows that emotionally charged content is more engaging. The role of sentiment decreases when the number of followers grows and ultimately becomes insignificant for Twitter participants with a vast number of followers. Prosocial orientation (“we-talk”) is consistently associated with more likes, comments, and retweets in the overall sample and sub-samples.
Does a smile open all doors?
(2020)
Online photographs govern an individual’s choices across a variety of contexts. In sharing arrangements, facial appearance has been shown to affect the desire to collaborate, interest to explore a listing, and even willingness to pay for a stay. Because of the ubiquity of online images and their influence on social attitudes, it seems crucial to be able to control these aspects. The present study examines the effect of different photographic self-disclosures on the provider’s perceptions and willingness to accept a potential co-sharer. The findings from our experiment in the accommodation-sharing context suggest social attraction mediates the effect of photographic self-disclosures on willingness to host. Implications of the results for IS research and practitioners are discussed.