University of Twente Student Theses
Like or dislike: How consumptive news feed curation shapes the online advertising experience
Leferink, Bas (2025) Like or dislike: How consumptive news feed curation shapes the online advertising experience.
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| Abstract: | In an era of pervasive algorithmic content curation, understanding how users navigate and personalise their social media news feeds is increasingly important. While platform-driven personalisation has been widely studied, limited research has examined how users actively respond to and manage personalised advertising content. This study addresses that gap by exploring users’ awareness of algorithmic curation, their engagement in consumptive news feed curation, underlying motivations, and the impact on their online experience. A quantitative online survey was conducted among 292 active social media users. Statistical analyses—including Spearman’s correlation, linear and ordinal regression, and mediation analysis—were used to test hypothesised relationships. Results show that higher social media activity is associated with increased awareness of news feed curation. Engagement in curation improves perceived content relevance but does not significantly reduce advertisement exposure or enhance overall satisfaction. Task disruption and negative past advertising experiences emerged as key motivators for curation, whereas the number of curation strategies did not mediate the engagement-experience relationship. The findings underscore the importance of user agency in digital environments and highlight the limitations of current platform structures in supporting effective personalisation. Practical implications point toward the need for more transparent and user-empowering design approaches in content and advertisement curation systems. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies, 85 business administration, organizational science |
| Programme: | Communication Science MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/106478 |
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