Paper Type
ERF
Abstract
Social media allows for rapid communication between an organization and individuals. The fast-moving nature of social media encourages the creation and publication of multiple social media posts. Prior research has examined social media engagement primarily through the lens of a single post. This study examines the longitudinal effects of repetition within specific topics. A pilot study is conducted for a 5-year window from 5 NASDAQ 100 companies to examine how repetition within a specific topic and post complexity affect engagement. Initial findings suggest that repetition within a topic may have a u-shaped relationship with engagement while post complexity has an inverted u-shaped relationship. Also, post complexity moderates the relationship between repetition and engagement. These findings provide a foundation for a full study to examine the dynamics of repetition and complexity on social media.
Paper Number
1832
Recommended Citation
Kaskela, Timothy and Song, Jaeki, "Start Simple: Content Dynamics Shaping Social Media Engagement" (2025). AMCIS 2025 Proceedings. 12.
https://aisel.aisnet.org/amcis2025/social_comput/social_comput/12
Start Simple: Content Dynamics Shaping Social Media Engagement
Social media allows for rapid communication between an organization and individuals. The fast-moving nature of social media encourages the creation and publication of multiple social media posts. Prior research has examined social media engagement primarily through the lens of a single post. This study examines the longitudinal effects of repetition within specific topics. A pilot study is conducted for a 5-year window from 5 NASDAQ 100 companies to examine how repetition within a specific topic and post complexity affect engagement. Initial findings suggest that repetition within a topic may have a u-shaped relationship with engagement while post complexity has an inverted u-shaped relationship. Also, post complexity moderates the relationship between repetition and engagement. These findings provide a foundation for a full study to examine the dynamics of repetition and complexity on social media.
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