User Behaviors, Engagement, and Consequences
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Paper Number
1651
Paper Type
Completed
Description
Grounding our work in the literature on emotion dynamics and affect theory of social exchange, we theorize an emotion-centric model for visual social media posts comprising both static and dynamic aspects of emotions. Specifically, we hypothesize and empirically evaluate the relative salience of ‘peak visual emotion’ displayed in a social media post versus the ‘emotional variability’ and ‘emotional inertia’ of posts from a profile owner in determining the longevity of user engagement. Through this study, we make three key contributions. First, we emphasize the importance of considering dynamic emotional features in addition to the static emotional attributes embedded in the context of visual social media posts. Second, we reiterate the economic rationale for examining the ‘longevity of user engagement’ with the visual social media posts as a measure of social media success. Finally, we complement prior studies offering novel emotion dynamics constructs and invaluable insights for social media practitioners.
Recommended Citation
Alibakhshi, Reza and Srivastava, Shirish C., "Why your Past Matters: Disentangling the Influence of “Static” and “Dynamic” Emotional Properties in Social Media Content on User Engagement" (2021). ICIS 2021 Proceedings. 8.
https://aisel.aisnet.org/icis2021/user_behaivors/user_behaivors/8
Why your Past Matters: Disentangling the Influence of “Static” and “Dynamic” Emotional Properties in Social Media Content on User Engagement
Grounding our work in the literature on emotion dynamics and affect theory of social exchange, we theorize an emotion-centric model for visual social media posts comprising both static and dynamic aspects of emotions. Specifically, we hypothesize and empirically evaluate the relative salience of ‘peak visual emotion’ displayed in a social media post versus the ‘emotional variability’ and ‘emotional inertia’ of posts from a profile owner in determining the longevity of user engagement. Through this study, we make three key contributions. First, we emphasize the importance of considering dynamic emotional features in addition to the static emotional attributes embedded in the context of visual social media posts. Second, we reiterate the economic rationale for examining the ‘longevity of user engagement’ with the visual social media posts as a measure of social media success. Finally, we complement prior studies offering novel emotion dynamics constructs and invaluable insights for social media practitioners.
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