User engagement behaviors: Exploring predictors of ARMY's active and passive media usage behaviors using social cognitive theory

Azadeh Naderi, Donghee Yvette Wohn

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

This study examines the active and passive media usage behaviors of ARMY, the fanbase of the Korean pop music group BTS. Active media use includes actions such as posting, commenting, and sharing, while passive media use includes simply consuming content without actively participating. We conducted an online survey (N=262) and used Social Cognitive Theory as a framework to investigate how parasocial relationships with BTS members and other factors contribute to active and passive social media use. The results indicated that parasocial relationships were positively related to passive media use, but were not related to active use. Furthermore, guidance needs and community belonging needs were positively related to both active and passive media use, whereas social integrative needs were not related to either type of media use. These findings have implications in terms of understanding how to improve engagement and user experience in social media.

Original languageEnglish (US)
Title of host publicationCHI 2023 - Extended Abstracts of the 2023 CHI Conference on Human Factors in Computing Systems
PublisherAssociation for Computing Machinery
ISBN (Electronic)9781450394222
DOIs
StatePublished - Apr 19 2023
Event2023 CHI Conference on Human Factors in Computing Systems, CHI 2023 - Hamburg, Germany
Duration: Apr 23 2023Apr 28 2023

Publication series

NameConference on Human Factors in Computing Systems - Proceedings

Conference

Conference2023 CHI Conference on Human Factors in Computing Systems, CHI 2023
Country/TerritoryGermany
CityHamburg
Period4/23/234/28/23

All Science Journal Classification (ASJC) codes

  • Human-Computer Interaction
  • Computer Graphics and Computer-Aided Design
  • Software

Keywords

  • ARMY
  • Active media use
  • BTS
  • Media usage
  • Parasocial
  • Passive media use
  • User engagement

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