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Sundar said that the more users interact with and like using the interface, the more they become absorbed in the content and the more likely they are to pass on the content to members of their social network. This sharing of content is important to marketers because they can inexpensively promote their messages to large numbers of people. The process can also promote learning and attitude changes, according to the researchers. Image: © iStock Photo / metamorworks

ICS associate collaborates on research to study interactive media engagement

Posted on August 6, 2018

Shyam Sundar, an ICS associate, distinguished professor of communications and co-director of the Media Effects Research Laboratory, has suggested, through two studies, that online engagement is a sequence of assessments and interactions. The two studies researched four factors such as physical interaction, interface assessment, absorption and digital outreach. Sundar worked with Jeeyun Oh from the University of Texas at Austin and Saraswathi Bellur from the University of Connecticut. Learn more about their research on Penn State News.


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