Start Date
11-12-2016 12:00 AM
Description
Entertainment consumers are known to consult others’ opinions to make consumption decisions via social media. However, little research has investigated whether various configurations of communication media design features affect what consumers talk about regarding movie trailers. To address the research question, we integrate past research on psychological drivers of interpersonal communication and computer-mediated communication to propose that different commentary presentation of social media would affect the relative importance of communication motivations, which in turn shapes the specific messages communicated (i.e., valence, informational content, and emotional content). We propose two studies to test our research model and hypotheses. We hope to contribute to the literature by empirically investigating the creation of specific types of messages, elucidating the role of configuration of social media design features in shaping the messages communicated, and highlighting the impacts of interface design on achieving interpersonal communication goals.
Recommended Citation
Shen, Yi; Chan, Hock Chuan; and HENG, Cheng Suang, "The Medium Matters: Effects on What Consumers Talk about Regarding Movie Trailers" (2016). ICIS 2016 Proceedings. 12.
https://aisel.aisnet.org/icis2016/Human-ComputerInteraction/Presentations/12
The Medium Matters: Effects on What Consumers Talk about Regarding Movie Trailers
Entertainment consumers are known to consult others’ opinions to make consumption decisions via social media. However, little research has investigated whether various configurations of communication media design features affect what consumers talk about regarding movie trailers. To address the research question, we integrate past research on psychological drivers of interpersonal communication and computer-mediated communication to propose that different commentary presentation of social media would affect the relative importance of communication motivations, which in turn shapes the specific messages communicated (i.e., valence, informational content, and emotional content). We propose two studies to test our research model and hypotheses. We hope to contribute to the literature by empirically investigating the creation of specific types of messages, elucidating the role of configuration of social media design features in shaping the messages communicated, and highlighting the impacts of interface design on achieving interpersonal communication goals.