Pathways to Virality: Psychophysiological Responses Preceding Likes,Shares, Comments, and Status Updates on Facebook
Abstract
Facebook use has become habitual to social network site (SNS) users, yet little is known about the psychological processes at play while using this platform. This study explored how psychophysiological responses vary as a function of liking, commenting, sharing, or posting status updates interactions on Facebook’s newsfeeds. Participants were instructed to enact common Facebook activities or viral behaviors (like, share, comment, and update a status) in brief segments, while their psychophysiological responses were recorded. Our results showcase different approaches to dealing with psychophysiological responses for undefined, uncontrolled (organic) stimuli. We contrasted Facebook organic use segments that ended with pressing on the like button to those that did not end with liking the Facebook post. In the second method of data analysis, we analyzed psychophysiological data at the participant level using the 10 sec preceding the enactment of the 4 viral behaviors. Our findings showed that, indeed, the pathways leading up to performing online behaviors are diverse, thus indicating different underlying psychological processes. Findings’ theoretical and practical implications are discussed within the broader context of understanding social media behaviors.
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Content that requires less cognitive effort to be processed is more engaging and viral.
“content that requires less effort to be processed is more engaging and viral (Alhabash et al., 2019)”
From The fingerprints of misinformation: how deceptive content differs from reliable sources in terms of cognitive effort and appeal to emotions (2022) · cites this paper as Alhabash et al., 2019
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- Authors
- Alhabash, S., Almutairi, N., Lou, C., & Kim, W.
- Affiliations
- Michigan State University (US)
- Nanyang Technological University (SG)
- Corresponding author
- Alhabash, Saleem
- Venue
- Media Psychology
- Publisher
- Informa UK Limited
- Published
- 2018-01-11
- Volume
- 22
- Issue
- 2
- Pages
- 196-216
- ISSN
- 1521-3269 (ISSN-L)
- 1532-785X
- OpenAlex
- W2783172261
- Cited by
- 80
- References
- 43
- Citations by year
- 2026: 5 · 2025: 10 · 2024: 10 · 2023: 6 · 2022: 24 · 2021: 6 · 2020: 8 · 2019: 10 · 2018: 1
- FWCI
- 14.22
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Media Psychology (publishedVersion)
- DR-NTU (Nanyang Technological University) (submittedVersion)
- Funders
- Department of Advertising + Public Relations (Internal Grant)
- Topics
- Social Sciences › Sociology and Political Science › Impact of Technology on Adolescents
- Physical Sciences › Computer Science › Computer Networks and Communications › Media and Digital Communication
- Physical Sciences › Computer Science › Human-Computer Interaction › Innovative Human-Technology Interaction
- Keywords
- Facebook, social media use, psychophysiological responses, liking, sharing, commenting, status updates
About these checks
Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
Statistics and arithmetic are recomputed, not judged.
Confidence bands are shown only for fields calibrated on our annotated test set. None is calibrated yet, so no band is shown.
What counts as a claim ›How we measure confidence ›How we check this ›
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