Effects of Clickbait Headlines on User Responses: An Empirical Investigation

This study investigates the influence of a conventional method delivering news headlines, clickbait, on online users’ perceptions and responses. An experiment was conducted two groups headlines—traditional clickbait—to provide empirical evidence effects clickbait users. The findings suggest that headlines can evoke arousal curiosity. In addition, results from structural equation modeling fill gap in literature by providing factors influencing intention to read share news. reveal while major determinant stories is curiosity, perceived knowledge quality appears be main factor users consider when sharing stories.