They liked and shared: Effects of social media virality metrics on perceptions of message influence and behavioral intentions
They liked and shared: Effects of social media virality metrics on perceptions of message influence and behavioral intentions
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DOI：
10.1016/j.chb.2018.01.030
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发表时间：
2018-07-01
影响因子：
9.9
通讯作者：
Kim, Ji Won
中科院分区：
文献类型：
--
作者：
Kim, Ji Won
本研究探讨了社交媒体病毒式传播指标对信息对自我和他人影响的认知以及采取预防措施的意图的影响。在一项在线实验中，显示了一篇关于健康风险主题的 Facebook 帖子，其中显示了病毒式传播指标的变化，包括点赞和分享的数量。总体而言，研究结果证明了这些病毒式传播指标所发挥的不同作用。结果显示，高分享率不仅增加了信息对自我和他人影响的感知，而且还增加了预防性行为意图。中介分析表明，分享通过感知信息对自我的影响，对行为意图产生间接影响。还发现点赞和分享之间存在显着的交互效应，只有当消息的分享量较低时，高点赞的存在才会增加第三人称感知。这些发现的含义进一步讨论了如何利用社交媒体上的健康促进实践中的病毒式传播指标的能力。 (C) 2018 Elsevier Ltd. 保留所有权利。
The present study examined the effects of social media virality metrics on perceptions of message influence on the self and others and intentions to take preventive actions. In an online experiment, a Facebook post about the topic of health risk was shown with the variations of virality metrics including the number of likes and shares. Overall, findings demonstrated the differential effects played by these virality metrics. Results revealed that high shares increased not only perceptions of message influence on the self and others but also preventive behavioral intentions. The mediation analysis indicated that share had an indirect effect on behavioral intentions through the perception of message influence on the self. A significant interaction effect between like and share was also found, such that the presence of high likes increased the third-person perception only when the message had low shares. Implications of these findings are further discussed with regard to leveraging the ability of virality metrics in health promotion practices on social media. (C) 2018 Elsevier Ltd. All rights reserved.