The Language That Drives Engagement: a Systematic Large-Scale Analysis of Headline Experiments.
Using a large-scale dataset of field experiments conducted on Upworthy.com to investigate which informational, cognitive, linguistic, and affective factors in messages motivate people to engage with online content. We map textual features to theory-driven constructs and identify the factors that increase engagement, many of which are inconsistent with prior findings.
Akshina Banerjee and Oleg Urminsky (2021) ,"The Language That Drives Engagement: a Systematic Large-Scale Analysis of Headline Experiments.", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 366-366.
Akshina Banerjee, University of Chicago - Booth School of Business
Oleg Urminsky, University of Chicago
NA - Advances in Consumer Research Volume 49 | 2021
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aradhna krishna, University of Michigan, USA
Zachary Estes, Bocconi University, Italy
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