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2018 | OriginalPaper | Buchkapitel

Attracting Versus Sustaining Attention in the Information Economy

verfasst von : Yimiao Zhang, Kim Huat Goh

Erschienen in: Digital Transformation: Challenges and Opportunities

Verlag: Springer International Publishing

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Abstract

Attention is a scarce resource possessed by a person. In the information age, we observe the rapid increase of information available and the decrease of individual’s attention. This calls for efficient attention allocation amidst information overload. Prior literature suggests attention allocation is a two-stage process – attracting attention and sustaining attention. In this study, we refer to attention theory from psychology literature to explore what attract users’ attention and why users stay on with particular social media content. We use YouTube as the empirical setting to differentiate attracting attention from sustaining attention and examine factors that influence attracting and sustaining attention. The results of this study show that factors that attract attention are different from the factors that will sustain attention in the information age.

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Nächstes Kapitel Exploration of the Misalignment Between Business and IT Strategic Objectives in Public-Sector Organisations: An Empirical Study in Saudi Arabia

Meaningful words contain non-function words such as conjunctions, pronouns, and auxiliary verbs.

Video category of our dataset includes film & animation, sports, travel & event, people & blogs, comedy, entertainment, howto & style, and education. Video category is based on the video content and is different from channel category.

The channels of the dataset are from four countries, US, CA, GB, and CH.

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Titel: Attracting Versus Sustaining Attention in the Information Economy
verfasst von: Yimiao Zhang
Kim Huat Goh
Verlag: Springer International Publishing
Buch: Digital Transformation: Challenges and Opportunities
Print ISBN: 978-3-319-99935-7

Electronic ISBN: 978-3-319-99936-4

Copyright-Jahr: 2018
DOI: https://doi.org/10.1007/978-3-319-99936-4_1

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