Marino Claudia, Lista Ciro, Solari Dario, Spada Marcantonio M, Vieno Alessio, Finos Livio
Dipartimento di Psicologia dello Sviluppo e della Socializzazione, Università degli Studi di Padova, Padova, Italy.
Division of Psychology, School of Applied Sciences, London South Bank University, London, UK.
Addict Behav Rep. 2022 Feb 25;15:100417. doi: 10.1016/j.abrep.2022.100417. eCollection 2022 Jun.
The number of likes and comments received to social media posts and images are influential for users' self-presentation and problematic Facebook use. The aim of this study was to highlight the most relevant factors predicting the popularity (i.e., the probability to receive at a least a comment) of Facebook photos based on: (i) Facebook user-related features; (ii) Facebook photo-related features; and (iii) and psychological variables. A mixed approach was used, including objective data extracted from Facebook (regarding users' characteristics and photo features) as well as answers to a questionnaire. Participants were 227 Facebook users (M = 25.01 years). They were asked to answer a questionnaire and provide a copy of their Facebook profile data. A total of 180,547 photos receiving a total of 122,689 comments were extracted. Results showed that user-related features (Facebook network and activities) were the most relevant in predicting image popularity accurately. It seems that who posts a Facebook photo matters more than the type of photo posted and the psychological profile of the user. Results are discussed within a psychological perspective. Future research should look at the sentiment (positive vs. negative) of the comments received by different types of photos. This is the first study exploring what makes a Facebook photo popular using objective data rather than self-reported frequency of Facebook activity only. Results might advance current methods and knowledge about potential problematic behaviors on social media.
社交媒体帖子和图片获得的点赞数和评论数对用户的自我展示以及Facebook使用问题具有影响。本研究的目的是基于以下方面突出预测Facebook照片受欢迎程度（即至少获得一条评论的概率）的最相关因素：（i）与Facebook用户相关的特征；（ii）与Facebook照片相关的特征；以及（iii）心理变量。采用了一种混合方法，包括从Facebook提取的客观数据（关于用户特征和照片特征）以及对一份问卷的回答。参与者为227名Facebook用户（平均年龄M = 25.01岁）。他们被要求回答一份问卷并提供其Facebook个人资料数据的副本。共提取了180,547张照片，这些照片总共获得了122,689条评论。结果表明，与用户相关的特征（Facebook社交网络和活动）在准确预测图片受欢迎程度方面最为相关。似乎在Facebook上发布照片的人比所发布照片的类型以及用户的心理特征更重要。从心理学角度对结果进行了讨论。未来的研究应该关注不同类型照片收到的评论的情感（积极与消极）。这是第一项使用客观数据而非仅自我报告的Facebook活动频率来探索使Facebook照片受欢迎的因素的研究。研究结果可能会推动当前关于社交媒体上潜在问题行为的方法和知识的发展。
