The paper “Share Versus Read: Delineating Share-Forward and Click-Through of News Information on Social Media” of Hang-Yee Chan and Christin Scholz, co-authored by Emily Falk, was selected as a Promising Young Scholar Paper by the Information System division. In this study, the authors distinguish information selection and transmission in the social media context in terms of two different behaviors: click-through (i.e., reading full content by clicking on the social media post) and share-forward (i.e., sharing the post with or without reading). Combining different methodologies, such as brain imaging and web analytics, this study demonstrates the dissociable psychological processes behind click-through and share-forward on social media, and further underline the importance of emotion in our need to share information with others – even absent full knowledge of what is being shared.
The program Persuasive Communication addresses those communication processes that are intended to achieve specific persuasive goals, as is the case in, for instance, marketing communication, health education, and public information campaigns. The research is aimed at understanding the dynamics that shape uses and effects of mediated persuasive communication. Read more >>
Tag cloudMarketing communication Intercultural communication Entertainment Education Branding Social media Interpersonal communication WOM Advertising Context effects Online advertising Sustainability Product placement Disclosures Food advertising In game advertising Environmental cues Publicity Tailoring Health communication Customer Media Cross-media CommunicAging Media multitasking eWOM Implicit measures Health literacy E-health