{"title":"The effects of message attributes and source characteristics of news posts on audience engagement on social media","authors":"Linsen Su, Xigen Li","doi":"10.1080/01292986.2023.2200435","DOIUrl":null,"url":null,"abstract":"ABSTRACT Informed by the theoretical framework of media effects and resonance theory, this study investigates how issue obtrusiveness and information richness as message attributes, and media hierarchy and orientation as source characteristics influence audience engagement with news posts on social media. The data of news posts (N = 943,793) from the top 99 Sina Weibo accounts of Chinese media with likes, comments, and reposts as indicators of audience engagement were retrieved. Through multilevel modeling, the study finds that source characteristics exert stronger effects on audience engagement than message attributes, and the effects on comments differ from those on likes and reposts. The association between issue obtrusiveness and comments is stronger than that between obtrusiveness and likes/reposts. Posts of high information richness draw more audience engagement than posts of low information richness. Through their news posts, central-level media attract more engagement than local media. The implications of the findings are discussed.","PeriodicalId":46924,"journal":{"name":"Asian Journal of Communication","volume":"33 1","pages":"390 - 408"},"PeriodicalIF":1.5000,"publicationDate":"2023-04-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Asian Journal of Communication","FirstCategoryId":"98","ListUrlMain":"https://doi.org/10.1080/01292986.2023.2200435","RegionNum":2,"RegionCategory":"文学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"COMMUNICATION","Score":null,"Total":0}
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Abstract
ABSTRACT Informed by the theoretical framework of media effects and resonance theory, this study investigates how issue obtrusiveness and information richness as message attributes, and media hierarchy and orientation as source characteristics influence audience engagement with news posts on social media. The data of news posts (N = 943,793) from the top 99 Sina Weibo accounts of Chinese media with likes, comments, and reposts as indicators of audience engagement were retrieved. Through multilevel modeling, the study finds that source characteristics exert stronger effects on audience engagement than message attributes, and the effects on comments differ from those on likes and reposts. The association between issue obtrusiveness and comments is stronger than that between obtrusiveness and likes/reposts. Posts of high information richness draw more audience engagement than posts of low information richness. Through their news posts, central-level media attract more engagement than local media. The implications of the findings are discussed.
期刊介绍：
Launched in 1990, Asian Journal of Communication (AJC) is a refereed international publication that provides a venue for high-quality communication scholarship with an Asian focus and perspectives from the region. We aim to highlight research on the systems and processes of communication in the Asia-Pacific region and among Asian communities around the world to a wide international audience. It publishes articles that report empirical studies, develop communication theory, and enhance research methodology. AJC is accepted by and listed in the Social Science Citation Index (SSCI) published by Clarivate Analytics. The journal is housed editorially at the Wee Kim Wee School of Communication and Information at Nanyang Technological University in Singapore, jointly with the Asian Media Information and Communication Centre (AMIC).
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