In the evolving landscape of digital news consumption, recent research from the University of Georgia has illuminated a fascinating behavioral trend among news audiences: readers often choose articles not solely based on topic relevance, but heavily influenced by the interaction patterns of their peers. This phenomenon of social proof—where the behavior and preferences of others sway individual decision-making—plays a critical role in how readers engage with news content online. The study focuses on how particular labels applied to news articles, such as “most read” and “most shared,” have differentiated effects on consumer perception and, ultimately, engagement levels.
News platforms commonly employ popularity labels to highlight articles attracting significant audience interaction. These labels serve a dual purpose: guiding readers through overwhelming content choices and leveraging social cues to boost visibility. However, the research reveals that the type of label used can dramatically shape a reader’s interpretation of the article’s value. While at first "most read" and "most shared" might seem synonymous—both indicating high activity—audiences attribute quite distinct meanings to each. “Most read” is perceived as a symbol of informational richness and credibility, whereas “most shared” tends to evoke notions of entertainment or lighter content.
Led by Assistant Professor Tari Dagogo-Jack from the Terry College of Business, the research incorporated nine extensive surveys and experiments encompassing hundreds of participants to decode these perceptions. Results show a consistent pattern: stories tagged as “most read” are more frequently associated with serious, informative journalism, while “most shared” stories skew towards entertainment and less substantive content. This insight has profound implications for news organizations aiming to balance readership with editorial integrity.
The distinction between these labels is psychologically rooted in how humans prioritize information. Readers approach news consumption with two fundamental goals: to be informed or to be entertained. “Most read” signals a content piece geared towards those seeking factual, impactful updates—precisely the kind that helps readers digest complex topics like politics, science, and global events. Conversely, “most shared” aligns with the social dynamics of viral spread, often linked to emotional, humorous, or sensational content that sparks sharing but not necessarily deep informational value.
This nuanced understanding challenges news outlets to tailor their labeling strategies with greater precision. For instance, editors who desire increased attention to hard news stories should capitalize on the “most read” label to affirm the article’s credibility and informative nature. On the other hand, entertainment and lifestyle sections may benefit from emphasizing “most shared” as a badge that appeals to audiences’ desire for amusement and social connection. The subtle differentiation in labels helps calibrate reader expectations, steering traffic more effectively according to content type.
The study further extends beyond traditional news sites, examining the impact of these labels on social media platforms where news organizations increasingly engage audiences. Intriguingly, educational or serious news posts labeled “most shared” experienced diminished click-through rates, underscoring the mismatch between label perception and content intent. However, for less serious topics—such as pop culture or sports—the “most shared” label performed equivalently to “most read,” validating its utility for entertainment contexts.
This behavioral insight holds major ramifications for developers and digital strategists tasked with optimizing news presentation. Popularity indicators like “trending” or “most popular” may appear advantageous but carry ambiguity that confuses readers. The clarity and specificity of labels, as demonstrated by the differential effects of “most read” versus “most shared,” importantly shape engagement outcomes and readers’ trust.
From a psychological standpoint, labeling leverages the cognitive shortcut of social proof, helping mitigate information overload and decision fatigue by spotlighting content favored by others. While beneficial in guiding consumer choice, it raises critical questions about autonomy and content diversity. When readers default to choosing content solely based on popularity signals, they may unwittingly sacrifice the depth and breadth of information they consume, potentially narrowing public discourse.
Professor Dagogo-Jack reflects on this tension, encouraging consumers to interrogate their click motivations. He advises readers to consider whether their choice stems from genuine interest or mere herd behavior. The study suggests that enhancing media literacy around these social cues could empower more discerning consumption patterns, helping audiences navigate the digital news ecosystem with greater agency.
Beyond individual readers, editorial teams are encouraged to adopt audience-centric strategies that align labeling with content characteristics and reader objectives. Strategic differentiation in headline labels not only drives metrics but also shapes the perceived quality and seriousness of journalism, bridging the gap between business goals and public service.
Finally, this groundbreaking research opens avenues for future inquiries into the complex interplay between social influence, digital content framing, and consumer psychology within the media landscape. As newsrooms evolve in an age rife with content saturation and algorithmically driven discovery, understanding the nuances of popularity labeling presents an actionable lever to enhance both readership satisfaction and information dissemination quality.
Subject of Research:
The impact of social popularity labels—specifically “most read” versus “most shared”—on news media consumption behavior and reader perception.
Article Title:
Most Read Versus Most Shared: How Less (vs. More) Social Popularity Labels Influence News Media Consumption
News Publication Date:
4-Apr-2025
Web References:
https://academic.oup.com/jcr/advance-article/doi/10.1093/jcr/ucaf017/8105764?login=true#512761051
http://dx.doi.org/10.1093/jcr/ucaf017
References:
Dagogo-Jack, T., & Watson, J. (2025). Most Read Versus Most Shared: How Less (vs. More) Social Popularity Labels Influence News Media Consumption. Journal of Consumer Research. https://doi.org/10.1093/jcr/ucaf017
Keywords:
Advertising, Business, Mass media, Marketing research
