Talking Health With a Machine: How Does Message Interactivity Affect Attitudes and Cognitions?

2016 ◽  
Vol 43 (1) ◽  
pp. 25-53 ◽  
Author(s):  
Saraswathi Bellur ◽  
S. Shyam Sundar
Keyword(s):  
Message Interactivity

A Content Marketing Framework to Analyze Customer Engagement on Social Media

2020 ◽  
pp. 45-66 ◽  
Author(s):  
Sofia Balio ◽  
Beatriz Casais
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Social Networking ◽  
Social Networking Sites ◽  
Customer Engagement ◽  
Multiple Linear Regressions ◽  
Factors Influencing ◽  
Message Interactivity ◽  
Linear Regressions ◽  
Content Marketing

Factors influencing customer engagement on Facebook have been extensively analyzed but there are barely evidences if those factors also effect customer engagement on Instagram. A digital analysis was conducted including a content analysis of the post appeals and of the message interactivity as well as multiple linear regressions to explore the influence of the factors mentioned above on customer engagement. It was possible to conclude which factors can be used to increase customer engagement on social media, namely message interactivity and certain post appeals. Different conclusions are withdrawn when comparing Facebook to Instagram, proving empirically that different social networking sites have distinct influence on customer engagement. This chapter is relevant for content and social media strategies and helps brands increase their customer engagement.

Effects of Web Interactivity: A Meta-Analysis

2017 ◽  
Vol 45 (5) ◽  
pp. 635-658 ◽  
Author(s):  
Fan Yang ◽  
Fuyuan Shen
Keyword(s):  
Behavioral Intentions ◽  
Meta Analysis ◽  
Information Recall ◽  
Moderating Variables ◽  
Cognitive Elaboration ◽  
Positive Attitudes ◽  
Perceived Interactivity ◽  
Significant Research ◽  
Message Interactivity ◽  
The Impact

Over the last few years, significant research has been conducted to examine the impact of web interactivity. However, mixed results have been found regarding why and how web interactivity could affect users’ attitudes and other psychological responses. This meta-analysis reviewed prior research that examined the extent to which web interactivity could affect various psychological outcomes and how such effects would differ due to several moderating variables. Our analysis of the results in 63 studies ( N = 13,484) suggested that across studies, web interactivity was significantly correlated with user enjoyment, positive attitudes, and desirable behavioral intentions. However, interactivity did not necessarily increase cognitive elaboration, knowledge acquisition, and information recall. While modality interactivity appeared to be more effective than source interactivity and message interactivity, perceived interactivity was significantly more effective than objective interactivity. Furthermore, extremely high levels of web interactivity were not as effective as have been anticipated.

scholarly journals Theoretical Importance of Contingency in Human-Computer Interaction

2014 ◽  
Vol 43 (5) ◽  
pp. 595-625 ◽  
Author(s):  
S. Shyam Sundar ◽  
Saraswathi Bellur ◽  
Jeeyun Oh ◽  
Haiyan Jia ◽  
Hyang-Sook Kim
Keyword(s):  
Human Computer Interaction ◽  
Interaction Design ◽  
User Engagement ◽  
Critical Determinant ◽  
Face To Face ◽  
Synchronous Chat ◽  
Search Site ◽  
Message Interactivity ◽  
Interaction History ◽  
Computer Interaction

A critical determinant of message interactivity is the presence of contingency, that is, the messages we receive are contingent upon the messages we send, leading to a threaded loop of interdependent messages. While this “conversational ideal” is easily achieved in face-to-face and computer-mediated communications (CMC), imbuing contingency in human-computer interaction (HCI) is a challenge. We propose two interface features—interaction history and synchronous chat—for increasing perceptions of contingency, and therefore user engagement. We test it with a five-condition, between-participants experiment ( N = 110) on a movie search site. Data suggest that interaction history can indeed heighten perceptions of contingency and dialogue, but is perceived as less interactive than chatting. However, the chat function does not appreciably increase perceived contingency or user engagement, both of which are shown to mediate the effects of message interactivity on attitudes toward the site. Theoretical implications for interactivity research and practical implications for interaction design are discussed.

scholarly journals Effects of Website Interactivity on Skin Cancer–Related Intentions and User Experience: Factorial Randomized Experiment (Preprint)

2020 ◽  
Author(s):  
Zhaomeng Niu ◽  
Jessica Fitts Willoughby ◽  
Elliot J Coups ◽  
Jerod L Stapleton
Keyword(s):  
Skin Cancer ◽  
Digital Media ◽  
Online Survey ◽  
Linear Models ◽  
Sun Protection ◽  
Amazon Mechanical Turk ◽  
Intention To Use ◽  
Perceived Knowledge ◽  
Media Technologies ◽  
Message Interactivity

BACKGROUND Digital media technologies provide users with the ability to interact with content and to receive information based on their preferences and engagement. OBJECTIVE We used skin cancer and sun protection as a health topic to explore how modality interactivity, interface tools that afford users greater activity, resulting in greater depth and breadth of mentally representing and experiencing mediated content, and message interactivity, the extent to which the system allows users to exchange messages back and forth on health websites, influenced users’ attitudes, knowledge, behavioral intentions, and experience. METHODS We employed a 2×2 (modality interactivity: high vs low; message interactivity: high vs low) between-subject online experiment for which 4 websites were created. Participants (n=293) were recruited using Amazon Mechanical Turk and randomly assigned into to 1 of 4 conditions. After browsing the website, participants completed an online survey regarding their experience and cognitive perceptions. General linear models and path analysis were used to analyze the data. RESULTS Both modality interactivity (<i>P</i>=.001) and message interactivity (<i>P</i>&lt;.001) had an impact on intention to use sun protection. Attitudes toward health websites and perceived knowledge mediated the effects of modality interactivity and message interactivity on sun protection use intention, individually. Participants in the high modality interactivity and high message interactivity condition felt more satisfied (<i>P</i>=.02). Participants in the low message interactivity condition had more interest in the experience with health websites than participants in the high message interactivity condition (<i>P</i>=.044). CONCLUSIONS Findings suggested that modality interactivity influenced intention to use sun protection directly as well as via attitudes toward the websites. Message interactivity impacted intention to use sunscreen directly and also through perceived knowledge. Implications for designing health websites and health intervention content are discussed.

scholarly journals Effects of Website Interactivity on Skin Cancer–Related Intentions and User Experience: Factorial Randomized Experiment

10.2196/18299 ◽  
2021 ◽  
Vol 23 (1) ◽  
pp. e18299
Author(s):  
Zhaomeng Niu ◽  
Jessica Fitts Willoughby ◽  
Elliot J Coups ◽  
Jerod L Stapleton
Keyword(s):  
Skin Cancer ◽  
Digital Media ◽  
Online Survey ◽  
Linear Models ◽  
Sun Protection ◽  
Amazon Mechanical Turk ◽  
Intention To Use ◽  
Perceived Knowledge ◽  
Media Technologies ◽  
Message Interactivity

Background Digital media technologies provide users with the ability to interact with content and to receive information based on their preferences and engagement. Objective We used skin cancer and sun protection as a health topic to explore how modality interactivity, interface tools that afford users greater activity, resulting in greater depth and breadth of mentally representing and experiencing mediated content, and message interactivity, the extent to which the system allows users to exchange messages back and forth on health websites, influenced users’ attitudes, knowledge, behavioral intentions, and experience. Methods We employed a 2×2 (modality interactivity: high vs low; message interactivity: high vs low) between-subject online experiment for which 4 websites were created. Participants (n=293) were recruited using Amazon Mechanical Turk and randomly assigned into to 1 of 4 conditions. After browsing the website, participants completed an online survey regarding their experience and cognitive perceptions. General linear models and path analysis were used to analyze the data. Results Both modality interactivity (P=.001) and message interactivity (P<.001) had an impact on intention to use sun protection. Attitudes toward health websites and perceived knowledge mediated the effects of modality interactivity and message interactivity on sun protection use intention, individually. Participants in the high modality interactivity and high message interactivity condition felt more satisfied (P=.02). Participants in the low message interactivity condition had more interest in the experience with health websites than participants in the high message interactivity condition (P=.044). Conclusions Findings suggested that modality interactivity influenced intention to use sun protection directly as well as via attitudes toward the websites. Message interactivity impacted intention to use sunscreen directly and also through perceived knowledge. Implications for designing health websites and health intervention content are discussed.

Effect of Message Interactivity on Product Attitudes and Purchase Intentions

2016 ◽  
Vol 22 (1) ◽  
pp. 89-106 ◽  
Author(s):  
Holly K. Ott ◽  
Michail Vafeiadis ◽  
Sushma Kumble ◽  
T. Franklin Waddell
Keyword(s):  
Purchase Intentions ◽  
Product Attitudes ◽  
Message Interactivity

A Content Marketing Framework to Analyze Customer Engagement on Social Media

2021 ◽  
pp. 320-336
Author(s):  
Sofia Balio ◽  
Beatriz Casais
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Social Networking ◽  
Social Networking Sites ◽  
Customer Engagement ◽  
Multiple Linear Regressions ◽  
Factors Influencing ◽  
Message Interactivity ◽  
Linear Regressions ◽  
Content Marketing

Factors influencing customer engagement on Facebook have been extensively analyzed but there are barely evidences if those factors also effect customer engagement on Instagram. A digital analysis was conducted including a content analysis of the post appeals and of the message interactivity as well as multiple linear regressions to explore the influence of the factors mentioned above on customer engagement. It was possible to conclude which factors can be used to increase customer engagement on social media, namely message interactivity and certain post appeals. Different conclusions are withdrawn when comparing Facebook to Instagram, proving empirically that different social networking sites have distinct influence on customer engagement. This chapter is relevant for content and social media strategies and helps brands increase their customer engagement.

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