\
 

Start Date

16-8-2018 12:00 AM

Description

Research on social media engagement and measurements have been conducted, but there is an opportunity to research how the underlying psychological processes of an individual affects their response to corporate social media posts. This study examines how framing and media richness can affect how the information within corporate social media posts is processed and how individuals respond to the information. Different frames and media richness levels are defined and used to conduct a pilot study where sentiment analysis is conducted on comments under social media posts. The implications of the pilot study are discussed and the manner in which a full study will be conducted is described. Finally, the business applications of the paper are explored.

Share

COinS
 
Aug 16th, 12:00 AM

Social Media Response Based Upon Media Richness

Research on social media engagement and measurements have been conducted, but there is an opportunity to research how the underlying psychological processes of an individual affects their response to corporate social media posts. This study examines how framing and media richness can affect how the information within corporate social media posts is processed and how individuals respond to the information. Different frames and media richness levels are defined and used to conduct a pilot study where sentiment analysis is conducted on comments under social media posts. The implications of the pilot study are discussed and the manner in which a full study will be conducted is described. Finally, the business applications of the paper are explored.