UNFOLDING THE CLICKBAIT : A SIREN’S CALL IN THE ATTENTION ECONOMY

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with ISBN/ISSN)

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Detail(s)

Original languageEnglish
Title of host publication27th European Conference on Information Systems - Information Systems for a Sharing Society, ECIS 2019
PublisherAssociation for Information Systems
Number of pages16
ISBN (Print)9781733632508
Publication statusPublished - Jun 2019

Publication series

NameEuropean Conference on Information Systems - Information Systems for a Sharing Society, ECIS

Conference

Title27th European Conference on Information Systems (ECIS 2019)
PlaceSweden
CityStockholm and Uppsala
Period8 - 14 June 2019

Abstract

The media consumption moving online was supposed to enable people to access information more effectively, instead, to some extent, people were yet overwhelmed. Clickbait, defined as “(On the Internet) content whose main purpose is to attract attention and encourage visitors to click on a link to a particular web page” (in Oxford English Dictionary), prevails and restrains people retrieve their desirable information effectively. In this exploratory study, we proposed two intriguing research conjectures, i.e. how rhetorical features in the clickbait influence the visiting traffic to the publisher at different levels and attempted to understand the antecedents and consequences of the prevalence of clickbait. In collaboration with a leading digital media company, we longitudinally collected a massive dataset in 2017. To test the research conjectures, we designed and developed a series of text mining methods and applied econometric analysis for empirical validation. The findings revealed 1) the rhetorical characteristics (hyperbole, insinuation, and visual rhetoric) could entice individual to click the baited headlines, 2) there was a quadratic (inverted U-shaped) relationship between number of clickbait posted by publisher and its visit traffic, and 3) such non-linear relationship was moderated by publisher's age.

Research Area(s)

  • Clickbait, Rhetoric, Text Mining

Citation Format(s)

UNFOLDING THE CLICKBAIT : A SIREN’S CALL IN THE ATTENTION ECONOMY. / Zhang, Wenping; Jiang, Qiqi; Peng, Chih-Hung.

27th European Conference on Information Systems - Information Systems for a Sharing Society, ECIS 2019. Association for Information Systems, 2019. (European Conference on Information Systems - Information Systems for a Sharing Society, ECIS).

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with ISBN/ISSN)