Paper ID
2142
Paper Type
short
Description
This work-in-progress proposes a model of social media engagement comprising image and text sentiment analysis. Rooted in cognitive dissonance and prospect theories, we propose and test the influence of sentiment dissonance on the extent of user engagement. Our study makes several key contributions. We develop the sentiment dissonance construct and theorize about the attributes of sentiment dissonance that may limit or change its influence on social media engagement. Specifically, our study suggests that both the magnitude and direction of sentiment dissonance are essential for predicting its influence on user social media engagement. Our study can also help practitioners by providing them with valuable insights for creating social media creating content that can foster high user engagement.
Recommended Citation
Alibakhshi, Reza and Srivastava, Shirish C., "Should We Say What We Show? Examining the Influence of Image and Text Sentiments on Social Media Engagement" (2019). ICIS 2019 Proceedings. 18.
https://aisel.aisnet.org/icis2019/behavior_is/behavior_is/18
Should We Say What We Show? Examining the Influence of Image and Text Sentiments on Social Media Engagement
This work-in-progress proposes a model of social media engagement comprising image and text sentiment analysis. Rooted in cognitive dissonance and prospect theories, we propose and test the influence of sentiment dissonance on the extent of user engagement. Our study makes several key contributions. We develop the sentiment dissonance construct and theorize about the attributes of sentiment dissonance that may limit or change its influence on social media engagement. Specifically, our study suggests that both the magnitude and direction of sentiment dissonance are essential for predicting its influence on user social media engagement. Our study can also help practitioners by providing them with valuable insights for creating social media creating content that can foster high user engagement.