Audience–campaign planner interaction in social media communication campaigns
How It Influences Intended Campaign Responses in the Observing Audience
Bibliographic Data
| ID | 7295993 |
|---|---|
| Authors | Jingyuan Shi (0000-0001-5675-4512, Department of Interactive Media, Hong Kong Baptist University , Hong Kong SAR, China), Yue Dai (0000-0001-6734-907X, Department of Media and Communication, City University of Hong Kong , Hong Kong SAR, China, corresponding author) |
| Year | 2023 |
| Volume | 49 |
| Issue | 3 |
| Pages | 296-309 |
| Publication date | 2023-02-08 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Human Communication Research (JOURNAL) |
| Journal identifiers | ISSN: 0360-3989 • E-ISSN: 1468-2958 |
| Publisher | Wiley (PUBLISHER • GB) |
| DOI | 10.1093/hcr/hqad003 |
| OpenAlex | W4319593960 |
| Language | EN |
| Citations received | 6 |
| References cited | 51 |
We proposed a dual typology of audiences for social media communication campaigns: the participating audience, who interacts with campaign planners, and the observing audience, who observes those interactions. Situated in a context of promoting seeking counseling for depression, our online experiment (N = 570) demonstrated that the similarity of the observing and participating audiences (high vs. low), the message features of campaign planners’ replies (high person-centeredness vs. low person-centeredness vs. no reply), and the observing audience’s predispositions (with vs. without depressive symptoms) jointly affected the observing audience’s attitude toward seeking counseling. For observers with depressive symptoms, seeing a campaigner addressing a negative comment that reflects a similar concern of their own mitigated the adverse impact of the comment on the observers’ attitude. Our findings introduce a theoretical lens for understanding a communication process unique to campaigns on social media and offer insights into how the process shapes campaigns’ intended responses
Advertising · Audience analysis · Audience participation · Audience reception · Audience response · Context (archaeology · Media studies · Situated · Social media · Sociology · Target audience · Typology · Computer Science · Impact of Technology on Adolescents · Media Influence and Health · Psychology · Social Media and Politics · Social Psychology
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| Unique citing works | 6 |
|---|---|
| Citations per year | 3 |
| Citation span | 2024 - 2026 (3) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 6 |