Predicting comments on Facebook photos: Who posts might matter more than what type of photo is posted. (June 2022)

• Record Type: Journal Article
• Authors: Marino, Claudia; Lista, Ciro; Solari, Dario; Spada, Marcantonio M.; Vieno, Alessio; Finos, Livio
• Is Part Of: Addictive behaviors reports. Volume 15(2022)
• Publication Date: 2022-06
• Subjects: Facebook -- Photo -- Objective data -- Comment -- Machine learning; Compulsive behavior -- Periodicals; 616.8584
• DOI: 10.1016/j.abrep.2022.100417
• Languages: English
• ISSNs: 2352-8532

Abstract

Highlights: Facebook user-related features (network and activities) best predict photo popularity. Photo content plays a marginal role in estimating whether a photo will be commented. Conscientiousness and problematic Facebook use emerged as psychological variables. Abstract: 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 (1.05) 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.