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The Narrative Engagement on Photo-Centric Social Media and Brand.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	The Narrative Engagement on Photo-Centric Social Media and Brand./
作者:	Lee, Sung Hyun.
面頁冊數:	1 online resource (98 pages)
附註:	Source: Masters Abstracts International, Volume: 83-11.
Contained By:	Masters Abstracts International83-11.
標題:	Communication. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28965343click for full text (PQDT)
ISBN:	9798438729730

The Narrative Engagement on Photo-Centric Social Media and Brand.
Lee, Sung Hyun.

The Narrative Engagement on Photo-Centric Social Media and Brand. - 1 online resource (98 pages)

Source: Masters Abstracts International, Volume: 83-11.

Thesis (M.A.)--Indiana University, 2022.

Includes bibliographical references

This study examined how photo-centric social media posts are perceived as narrative content experiences to users through narrative structure and engagement theory. Through a multidisciplinary literature review, this study applied an online experimental survey and analysis on the basis of narrative engagement and construal level theory. The current online experiment of 360 respondents was conducted using a fictitious brand and Instagram user account. The experiment provided a formal test of user engagement of photo-centric social media platforms through narrative engagement and construal level theory. Particularly it examined how it perceives and influences engagement and brand attitude building. This study employed a 2(Narrative structure: present vs. absent) x 2(Construal level: low vs. high) mixed experimental design. The current study adopted two different types of stories (personal narrative-emotional descriptions vs. non-personal fact-based descriptions) with two different construal levels of photos (black and white vs. colored photos) on a social media platform. This study did not find any significant effect on its manipulation check or main effect and, thus, was unable to support its major hypotheses. Overall, the current study's result indicated a far more nuanced account of users' perceptions of visual and script information have a supplemental relationship with each other and affect cognition paths for narrative engagement and brand relationship.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2023

Mode of access: World Wide Web

ISBN: 9798438729730Subjects--Topical Terms:

524709
Communication.
Subjects--Index Terms:

Photo-centric social media postsIndex Terms--Genre/Form:

542853
Electronic books.

The Narrative Engagement on Photo-Centric Social Media and Brand.
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504 $a Includes bibliographical references
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