Most Read Versus Most Shared: How Less (vs. More) Social Popularity Labels Influence News Media Consumption.

The article investigates how different popularity labels used by news outlets—specifically "most read" (less social) and "most shared" (more social)—signal the relative information and entertainment value of news articles and influence consumer engagement. Across nine studies involving surveys, lab experiments, and field tests, the research finds that "most read" labels are perceived to convey higher information value and attract consumers with information-seeking motives, while "most shared" labels signal higher entertainment value and appeal to those with entertainment motives. The studies demonstrate that aligning popularity labels with consumers' dominant motives can increase click-through rates by over 20%, highlighting a strategic opportunity for media outlets to enhance audience engagement and advertising revenue. Additionally, the research suggests that temporal and contextual factors, such as choosing for oneself versus others or seasonal relevance, moderate these effects. These findings have implications for news media marketing, content promotion, and efforts to guide consumers toward credible information.