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Did clickbait crack the code on virality?

Prithwiraj Mukherjee1, Souvik Dutta2, Arnaud De Bruyn3

  • 1Indian Institute of Management Bangalore, Bannerghatta Road, Bangalore, 560076 India.

Journal of the Academy of Marketing Science
|February 7, 2022
PubMed
Summary
This summary is machine-generated.

Clickbait headlines may not boost content sharing as believed. This study found clickbait often leads to negative perceptions of publishers, reducing sharing intentions and overall engagement.

Keywords:
ClickbaitPersuasion Knowledge ModelPropensity score matchingSentiment analysisSharingSocial mediaSource derogationTopic modeling

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Area of Science:

  • Digital Media Studies
  • Social Media Engagement
  • Persuasion Knowledge Model

Background:

  • Clickbait is a common digital media tactic.
  • The belief that clickbait enhances content sharing is widespread.
  • The Persuasion Knowledge Model (PKM) offers a framework to understand persuasion attempts.

Purpose of the Study:

  • To challenge the assumption that clickbait universally increases content sharing.
  • To investigate how clickbait influences readers' perceptions of publishers and their sharing intentions.
  • To empirically test the relationship between clickbait, source derogation, and content sharing.

Main Methods:

  • Controlled experiment to assess the impact of high-emotional headlines on sharing.
  • Analysis of a large dataset (19,386 articles) from 27 publishers.
  • Supplementation with Twitter share data, sentiment analysis, and topic modeling.

Main Results:

  • High-emotional headlines were shared more frequently.
  • Clickbait tactics often led to perceptions of manipulative intent and source derogation.
  • On average, clickbait articles received significantly fewer shares than non-clickbait articles, even after controlling for other factors.

Conclusions:

  • Clickbait may not be an effective strategy for increasing content sharing.
  • Perceived manipulation and source derogation can counteract potential benefits of clickbait.
  • Publishers should reconsider clickbait strategies due to potential negative impacts on engagement.