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What makes you click? The effect of question headlines on readership in computer-mediated communication

机译：是什么让您点击？问题标题对计算机媒介传播中读者群体的影响

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摘要

This paper reports the results of two field experiments that investigate the effect of using question headlines to enhance readership in computer-mediated communication. The results from both experiments suggest that question headlines are significantly more effective than declarative headlines in generating readership. The results from the second experiment also indicate that question headlines with self-referencing cues are particularly effective and generate higher readership than question headlines without self-referencing cues and rhetorical question headlines. However, results also suggest that the effect of question headlines varies across message topics. Limitations and future research opportunities are discussed.
机译：本文报告了两个现场实验的结果，这些实验研究了使用问题标题来增强计算机介导的交流中读者的作用。这两个实验的结果表明，问题标题在宣告读者方面比声明标题要有效得多。第二个实验的结果还表明，具有自引用线索的问题标题比没有自引用线索和修辞性问题标题的问题标题特别有效，并且产生了更高的读者群。但是，结果还表明，问题标题的影响因消息主题而异。局限性和未来的研究机会进行了讨论。

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