Cognitive Load and Social Media Advertising

Variety Effects in Mobile Advertising

Mobile app users are often exposed to a sequence of short-lived marketing interventions (e.g., ads) within each usage session. This study examines how an increase in the variety of ads shown in a session affects a user's response to the next ad. The authors leverage the quasi-experimental variation in ad assignment in their data and propose an empirical framework that accounts for different types of confounding to isolate the effects of a unit increase in variety. Across a series of models, the authors consistently show that an increase in ad variety in a session results in a higher response rate to the next ad: holding all else fixed, a unit increase in variety of the prior sequence of ads can increase the click-through rate on the next ad by approximately 13%. The authors then explore the underlying mechanism and document empirical evidence for an attention-based account. The article offers important managerial implications by identifying a source of interdependence across ad exposures that is often ignored in the design of advertising auctions. Furthermore, the attention-based mechanism suggests that platforms can incorporate real-time attention measures to help advertisers with targeting dynamics.

How cognitive elaboration fosters knowledge acquisition on social media—a field experiment

Abstract. Social media technologies have been criticized as ineffective sources of information because users seem to increase their subjective but not thei

Improving social media for democratic discourse

Social media have expanded opportunities for communication and political participation, but today's dominant platforms are optimized primarily for engagement and advertising revenue, contributing...

No Sense of Place: The Impact of Electronic Media on Social Behavior

Electronic media present us with a collage of experiences from everyplace. We eat dinner at home while watching starving children thousands of miles away reach out to us for food. From our easy chairs, we stare at blindfolded hostages, and coolly

The 'normal' response to the Social Web

How (mostly) 'normal' people respond to the ideas of the Social Web Marketing the Social Web is a headache. Only heightened by the clashing of heads as everyone offers an opinion. Picture those dinosaurs that have their skull on the outside. That's us. No wonder it's a headache.

New Research: Is an Ad-Supported Internet Feasible in Emerging Markets? | The Mozilla Blog

Fresh research conducted by Caribou Digital and funded by Mozilla explores digital advertising models in the Global South — whether they can succeed, and

Cognitive Offloading

If you have ever tilted your head to perceive a rotated image, or programmed a smartphone to remind you of an upcoming appointment, you have engaged in cognitive offloading: the use of physical action to alter the information processing requirements of a task so as to reduce cognitive demand. Despite the ubiquity of this type of behavior, it has only recently become the target of systematic investigation in and of itself. We review research from several domains that focuses on two main questions: (i) what mechanisms trigger cognitive offloading, and (ii) what are the cognitive consequences of this behavior? We offer a novel metacognitive framework that integrates results from diverse domains and suggests avenues for future research.

Consequences of Information Feed Integration on User Engagement and Contribution: A Natural Experiment in an Online Knowledge-Sharing Community

Many online communities that rely on effortful, voluntary content contributions offer additional content curation tools to facilitate social interactions and encourage user contributions. Any platform that offers two or more heterogeneous content types (e.g., expert knowledge and social posts) faces a choice about the presentation format: whether to display the content types separately or in an integrated information feed. We leverage a natural experiment on Zhihu, a Q&A platform that offers a social-interaction-oriented functionality called Ideas. Zhihu initially presented answers (expert knowledge content) and ideas (social posts) in two different information feeds, but the platform integrated ideas into the same information feed as answers in June 2019. We find that information feed integration significantly decreased user engagement with and contribution of both ideas and answers. We hypothesize that users decreased their engagement because the juxtaposition of incongruous types of content increased mindset switching and cognitive strain. This hypothesis is supported by an additional laboratory experiment. We also present evidence showing that contributions decreased both because of the decrease in engagement (weaker social recognition incentives) and because integration heightened concerns that posting ideas would dilute the contributor’s professional image. Our findings have important theoretical and practical implications for any platform that hosts heterogeneous content. History: Xiaoquan (Michael) Zhang served as the senior editor and Yili (Kevin) Hong served as associate editor for this article. Funding: Z. Cao acknowledges this research was funded by National Natural Science Foundation of China [Grants 72201238, 72192823]. G. Li acknowledges this research was funded by National Natural Science Foundation of China [Grant 72102047] and Shanghai Pujiang Program [Grant 21PJC006]. Supplemental Material: The e-companion is available at https://doi.org/10.1287/isre.2022.0043.

Social Media Algorithms Distort Social Instincts and Fuel Misinformation - Neuroscience News

Social media algorithms, designed to boost user engagement for advertising revenue, amplify the biases inherent in human social learning processes, leading to misinformation and polarization.

Objective, subjective, and accurate reporting of social media use: No evidence that daily social media use correlates with personality traits, motivational states, or well-being.

Social Media Is Now Parasocial Media

When practitioners used the term “social media” to describe the internet tools that emerged in the mid-aughts, they were giving a name to the kinds of platforms and protocols that allowed people to socialize with friends and communities of interest by using digital technologies. Twenty years later, users of social media are far more likely to scroll than post – and the content that they consume is often strategically produced and algorithmically curated. In this essay, I argue that the very essence of social media has changed. To more effectively interrogate what we are witnessing, we need to stop presuming that these tools are “social media” and begin recognizing that they are now “parasocial media.” Doing so raises new questions about digitally mediated sociality, not to mention the politics and governance of these platforms.

Tracking Harris and Trump’s Ad Spending on Facebook and Instagram

Meta’s Ad Library is free to use, and provides useful insights into how politicians and their campaigns are advertising on social media platforms.

Cognitive Load | Laws of UX

The amount of mental resources needed to understand and interact with an interface.

Death by a thousand likes: How Facebook and Twitter are killing the open web

Here’s one way to understand the symbiotic relationship between publications and platforms in the digital age. Publications depend on advertising dollars to keep producing content, so they need to hold readers’ attention. Big platforms like Facebook and Twitter already have plenty of attention, but they need vast quantities of content to fill up their newsfeeds. It seems natural, then, that publications have started relying on platforms to drive readership.

Introducing a network for thoughtful conversations

The quality of conversations on the Internet is terrible. Most platforms like Twitter, Facebook, Instagram, Reddit, etc. optimize for engagement as their key metric. This spawns and rewards behavior that leads to bragging of gameable metrics such as likes and followers, self-feeding thought bubbles, knee-jerk reactions, “if you’re not on our side, you’re on their side” mentality, and thought policing even by people who think they’re fighting for a good cause. Today’s Internet doesn’t incentiviz