The importance of investment in education is becoming greater with its capability to improve society and future generations. While extant literature focuses much on content characteristics to enhance engagement for promotional messages, relatively little is known about how to deliver effective societal messages to generate greater engagement. In this study, we use a combination of societal messages in social media from an agency and LIWC software along with online experiments to examine content characteristics and message frames that improve audience engagement. Based on Construal Level Theory, we show that societal messages with future orientation generate higher audience engagement. The findings suggest that a higher fit between message scope and audience mental representation leads to effective delivery for societal contents. In addition, we explore whether societal messages should be framed with risk or reward based on Regulatory Focus Theory. Preliminary findings and implications in learning will be discussed during the session.

Authors:
Myoung-Jin Chae, Soonchunhyang University, South Korea

About the Presenter(s)
Professor Myoung-Jin Chae is a University Assistant Professor/Lecturer at Soonchunhyang University in South Korea

See this presentation on the full schedule – Saturday Schedule

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