Cognition or Affect? - Exploring Information Processing on Facebook

  • Ksenia Koroleva
  • Hanna Krasnova
  • Oliver Günther
Part of the Lecture Notes in Computer Science book series (LNCS, volume 6984)

Abstract

Recognizing the increasing amount of information shared on Social Networking Sites (SNS), in this study we aim to explore the information processing strategies of users on Facebook. Specifically, we aim to investigate the impact of various factors on user attitudes towards the posts on their Newsfeed. To collect the data, we program a Facebook application that allows users to evaluate posts in real time. Applying Structural Equation Modeling to a sample of 857 observations we find that it is mostly the affective attitude that shapes user behavior on the network. This attitude, in turn, is mainly determined by the communication intensity between users, overriding comprehensibility of the post and almost neglecting post length and user posting frequency.

Keywords

information processing cognitive heuristics attitude cognitive and affective dimensions social networking sites Facebook 

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Copyright information

© Springer-Verlag Berlin Heidelberg 2011

Authors and Affiliations

  • Ksenia Koroleva
    • 1
  • Hanna Krasnova
    • 1
  • Oliver Günther
    • 1
  1. 1.Institute of Information SystemsHumboldt-University BerlinBerlinGermany

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