Abstract
This study presents the Social Media Cognitive Processing model, which explains and predicts the depth of processing on social media based on three classic concepts from the offline literature about cognitive processing: self-generation, psychological distance, and self-reference. Together, these three dimensions have tremendous explanatory power in predicting the depth of processing a receiver will have in response to a sender’s message. Moreover, the model can be used to explain and predict the direction and degree of information proliferation. This model can be used in a variety of contexts (e.g., isolating influencers to persuade others about the merits of vaccination, to dispel fake news, or to spread political messages). We developed the model in the context of Brexit tweets.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Notes
References
McLuhan, M.: Understanding Media: The Extensions of Man. MIT Press, Cambridge (1994)
Alloway, T.P., Alloway, R.G.: The impact of engagement with social networking sites (SNSs) on cognitive skills. Comput. Hum. Behav. 28(5), 1748–1754 (2012)
Brasel, S.A., Gips, J.: Media multitasking behavior: concurrent television and computer usage. Cyberpsychol. Behav. Soc. Netw. 14(9), 527–534 (2011)
Rosen, L.D., Carrier, L.M., Cheever, N.A.: Facebook and texting made me do it: media-induced task-switching while studying. Comput. Hum. Behav. 29(3), 948–958 (2013)
Booten, K.P.: A library of fragments: digital quotations, new literacies, and attention on social media. Doctoral dissertation. UC, Berkeley (2017)
Rosen, L.D., Whaling, K., Rab, S., Carrier, L.M., Cheever, N.A.: Is Facebook creating “iDisorders”? The link between clinical symptoms of psychiatric disorders and technology use, attitudes and anxiety. Comput. Hum. Behav. 29(3), 1243–1254 (2013)
De Choudhury, M., Gamon, M., Counts, S., Horvitz, E.: Predicting depression via social media. In: ICWSM, vol. 13, pp. 1–10 (2013)
Frost, R.L., Rickwood, D.J.: A systematic review of the mental health outcomes associated with Facebook use. Comput. Hum. Behav. 76, 576–600 (2017)
Eckler, P., Bolls, P.: Spreading the virus: emotional tone of viral advertising and its effect on forwarding intentions and attitudes. J. Interact. Advert. 11(2), 1–11 (2011)
Hollebeek, L.D., Glynn, M.S., Brodie, R.J.: Consumer brand engagement in social media: conceptualization, scale development and validation. J. Interact. Mark. 28(2), 149–165 (2014)
Ashley, C., Tuten, T.: Creative strategies in social media marketing: an exploratory study of branded social content and consumer engagement. Psychol. Mark. 32(1), 15–27 (2015)
Traphagan, T.W., Chiang, Y.H.V., Chang, H.M., Wattanawaha, B., Lee, H., Mayrath, M.C., Resta, P.E.: Cognitive, social and teaching presence in a virtual world and a text chat. Comput. Educ. 55(3), 923–936 (2010)
Junco, R., Cotten, S.R.: No A 4 U: the relationship between multitasking and academic performance. Comput. Educ. 59(2), 505–514 (2012)
Valkenburg, P.M.: Understanding self-effects in social media. Hum. Commun. Res. 43(4), 477–490 (2017)
Valkenburg, P.M., Peter, J.: The differential susceptibility to media effects model. J. Commun. 63(2), 221–243 (2013)
Bertsch, S., Pesta, B.J., Wiscott, R., McDaniel, M.A.: The generation effect: a meta-analytic review. Mem. Cognit. 35(2), 201–210 (2007)
Trope, Y., Liberman, N.: Construal-level theory of psychological distance. Psychol. Rev. 117(2), 440 (2010)
Symons, C.S., Johnson, B.T.: The self-reference effect in memory: a meta-analysis. Psychol. Bull. 121(3), 371 (1997)
Craik, F.I., Lockhart, R.S.: Levels of processing: a framework for memory research. J. Verbal Learn. Verbal Behav. 11(6), 671–684 (1972)
Craik, F.I., Watkins, M.J.: The role of rehearsal in short-term memory. J. Verbal Learn. Verbal Behav. 12(6), 599–607 (1973)
Craik, F.I., Tulving, E.: Depth of processing and the retention of words in episodic memory. J. Exp. Psychol. Gen. 104(3), 268 (1975)
Ajzen, I., Sexton, J.: Depth of processing, belief congruence, and attitude-behavior correspondence. In: Dual-Process Theories in Social Psychology, pp. 117–138 (1999)
Radvansky, G.A., Ashcraft, M.H.: Learning and remembering. In: Cognition, 6th edn, pp. 184–188. Pearson Education, Upper Saddle River (2014)
DeWinstanley, P.A., Bjork, E.L.: Processing strategies and the generation effect: implications for making a better reader. Mem. Cognit. 32(6), 945–955 (2004)
Slamecka, N.J., Graf, P.: The generation effect: delineation of a phenomenon. J. Exp. Psychol.: Hum. Learn. Mem. 4(6), 592 (1978)
Muntinga, D.G., Moorman, M., Smit, E.G.: Introducing COBRAs. Int. J. Advert. 30, 13–46 (2011)
Bellezza, F.S.: Recall of congruent information in the self-reference task. Bull. Psychonom. Soc. 30(4), 275–278 (1992)
Gillihan, S.J., Farah, M.J.: Is the self special? A critical review of evidence from experimental psychology and cognitive neuroscience. Psychol. Bull. 131, 76–97 (2005)
Rogers, T.B., Kuiper, N.A., Kirker, W.S.: Self-reference and the encoding of personal information. J. Pers. Soc. Psychol. 35(9), 677 (1977)
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2019 Springer International Publishing AG, part of Springer Nature
About this paper
Cite this paper
Levens, S.M. et al. (2019). Using Information Processing Strategies to Predict Contagion of Social Media Behavior: A Theoretical Model. In: Ahram, T. (eds) Advances in Artificial Intelligence, Software and Systems Engineering. AHFE 2018. Advances in Intelligent Systems and Computing, vol 787. Springer, Cham. https://doi.org/10.1007/978-3-319-94229-2_36
Download citation
DOI: https://doi.org/10.1007/978-3-319-94229-2_36
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-94228-5
Online ISBN: 978-3-319-94229-2
eBook Packages: Intelligent Technologies and RoboticsIntelligent Technologies and Robotics (R0)