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• W2896682018 abstract "We suggest that text readability plays an important role in driving consumer engagement on social media. Consistent with a processing fluency account, we find that easy-to-read posts are more liked, commented on, and shared on social media. We analyze over 4,000 Facebook posts from Humans of New York, a popular photography blog on social media, over a 3-year period to see how readability shapes social media engagement. The results hold when controlling for photo features, story valence, and other content-related characteristics. Experimental findings further demonstrate the causal impact of readability and the processing fluency mechanism in the context of a fictitious brand community. This research articulates the impact of processing fluency on brief word-of-mouth transmissions in the real world while empirically demonstrating that readability as a message feature matters. It also extends the impact of processing fluency to a novel behavioral outcome: commenting and sharing actions." @default.
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• W2896682018 date "2018-11-07" @default.
• W2896682018 modified "2023-10-17" @default.
• W2896682018 title "How Readability Shapes Social Media Engagement" @default.
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• W2896682018 doi "https://doi.org/10.1002/jcpy.1073" @default.
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