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Title: Pathways to virality : psychophysiological responses preceding likes, shares, comments, and status updates on Facebook
Authors: Alhabash, Saleem
Almutairi Nasser
Lou, Chen
Kim, Wonkyung
Keywords: Social sciences::Communication
Issue Date: 2019
Source: Alhabash, S., Almutairi Nasser, Lou, C. & Kim, W. (2019). Pathways to virality : psychophysiological responses preceding likes, shares, comments, and status updates on Facebook. Media Psychology, 22(2), 196-216.
Journal: Media Psychology
Abstract: Facebook use has become habitual to social network site (SNS) users, yet little is known about the psychological processes at play while using this platform. This study explored how psychophysiological responses vary as a function of liking, commenting, sharing, or posting status updates interactions on Facebook’s newsfeeds. Participants were instructed to enact common Facebook activities or viral behaviors (like, share, comment, and update a status) in brief segments, while their psychophysiological responses were recorded. Our results showcase different approaches to dealing with psychophysiological responses for undefined, uncontrolled (organic) stimuli. We contrasted Facebook organic use segments that ended with pressing on the like button to those that did not end with liking the Facebook post. In the second method of data analysis, we analyzed psychophysiological data at the participant level using the 10 sec preceding the enactment of the 4 viral behaviors. Our findings showed that, indeed, the pathways leading up to performing online behaviors are diverse, thus indicating different underlying psychological processes. Findings’ theoretical and practical implications are discussed within the broader context of understanding social media behaviors.
ISSN: 1521-3269
DOI: 10.1080/15213269.2017.1416296
Rights: © 2019 Taylor & Francis Group, LLC. All rights reserved.
Fulltext Permission: none
Fulltext Availability: No Fulltext
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