Social Media Responses Based Upon Frames and Symbol Sets
Social media has been a popular research field within a number of disciplines, but there is a research opportunity in examining the underlying psychological processes that drive certain responses to social media posts. Using framing and media synchronicity theory, this study examines how different frames and different levels of symbol sets may encourage more positive sentiment. The study researches how individuals would interact with corporate posts in an online setting. Different frames and symbol sets are first defined and then utilized in a pilot study to explore how sentiment can be affected by the components of a social media post. The results are discussed and a full study to be conducted is described. The potential applications for business are then examined.
Kaskela, Timothy and Song, Jaeki, "Social Media Responses Based Upon Frames and Symbol Sets" (2018). SIGHCI 2018 Proceedings. 12.