Social Media Interactions and Behavioral engagement
The Role of Source and Content Factors
DOI:
https://doi.org/10.5281/Abstract
This quantitative study examines the relationship between source credibility, source homophily, and perceived content quality in shaping behavioral engagement on social networking platforms (SNPs). Grounded in Service-Dominant Logic (SDL), Value Co-Creation theory, and the Information Adoption Model (IAM), the research investigates how users evaluate information sources and how these evaluations translate into observable engagement behaviors such as liking, commenting, and sharing. Data were collected through a structured survey questionnaire administered to active SNP users, employing validated measurement scales adapted from prior empirical studies. The study utilized statistical techniques including descriptive analysis, reliability and validity testing, correlation analysis, and structural equation modeling (SEM) to test hypothesized relationships. The findings reveal significant positive effects of source credibility, homophily, and content quality on behavioral engagement, with content quality emerging as a strong predictor. The results provide theoretical contributions to digital engagement literature and offer practical implications for marketers and platform developers seeking to optimize engagement strategies.
Keywords:
Behavioral Engagement, Content Quality, Information Adoption Model, Service-Dominant Logic, Social Networking Platforms, Source CredibilityReferences
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