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Louvins Pierre
Charles H. Sandage Department of Advertising, Institute of Communications Research
University of Illinois at Urbana-Champaign, Urbana, IL
Anne Oeldorf-Hirsch
Department of Communication, University of Connecticut, Storrs, CT
(Correspondence: lpierre@illinois.edu)
Citation: Louvins, P., & Oeldorf-Hirsch A. (2025). Investigating how Algorithmic Awareness Predicts Passive and Active Social Media Content Engagement Behavior. JoCTEC, 7(3), pp. 96-123. DOI: doi.org/10.51548/joctec.7.3.2025.05
Abstract: Drawing on theories of social media engagement, privacy calculus, and dual information processing, this study examines the relationship between users’ awareness of algorithmic influence on social media content and their behavioral engagement on these platforms. Utilizing a survey of U.S. adult social media users (N = 990), we investigate how self-reported internet literacy and awareness of algorithmically curated media content are associated with social media self-disclosure, as well as passive and active behavioral engagement. Structural equation modeling analysis reveals a positive association between internet literacy and algorithmic media content awareness. Furthermore, both algorithmic media content awareness and self-disclosure significantly predict passive engagement, while self-disclosure and passive engagement, in turn, positively influence active engagement.
Keywords: Algorithmic awareness, Internet literacy, Social media disclosure, Social media engagement