Social media response based upon media richness

Timothy Kaskela, Jaeki Song

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Abstract

Research on social media engagement and measurements have been conducted, but there is an opportunity to research how the underlying psychological processes of an individual affects their response to corporate social media posts. This study examines how framing and media richness can affect how the information within corporate social media posts is processed and how individuals respond to the information. Different frames and media richness levels are defined and used to conduct a pilot study where sentiment analysis is conducted on comments under social media posts. The implications of the pilot study are discussed and the manner in which a full study will be conducted is described. Finally, the business applications of the paper are explored.

Original languageEnglish
Title of host publicationAmericas Conference on Information Systems 2018
Subtitle of host publicationDigital Disruption, AMCIS 2018
PublisherAssociation for Information Systems
ISBN (Print)9780996683166
StatePublished - 2018
Event24th Americas Conference on Information Systems 2018: Digital Disruption, AMCIS 2018 - New Orleans, United States
Duration: Aug 16 2018Aug 18 2018

Publication series

NameAmericas Conference on Information Systems 2018: Digital Disruption, AMCIS 2018

Conference

Conference24th Americas Conference on Information Systems 2018: Digital Disruption, AMCIS 2018
Country/TerritoryUnited States
CityNew Orleans
Period08/16/1808/18/18

Keywords

  • Customer interaction
  • Framing
  • Media richness
  • Sentiment analysis
  • Social media

Fingerprint

Dive into the research topics of 'Social media response based upon media richness'. Together they form a unique fingerprint.

Cite this