The Effects of Engagement Metrics on Media Consumption: a Persuasion Knowledge Account

Media websites often provide lists based on one of two engagement metrics: what people are reading or sharing. We find that consumers generally prefer “most read” to “most shared” articles. As sharing constitutes an influence attempt, people are more skeptical of “most shared” articles, unless social affiliation goals are active.


Sokiente Watariye Dagogo-Jack and Jared Joseph Watson (2019) ,"The Effects of Engagement Metrics on Media Consumption: a Persuasion Knowledge Account", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 68-72.


Sokiente Watariye Dagogo-Jack, Boston University, USA
Jared Joseph Watson, New York University, USA


NA - Advances in Consumer Research Volume 47 | 2019

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