Social Media Post Styles in Digital Culture: Message Interaction and Value Construction under Construal Level Theory

Abstract

This study examines social media post styles not only as tools of advertising persuasion but also as critical digital cultural practices that shape user interaction and value construction. Drawing on Construal Level Theory (CLT), the research focuses on the interaction effects of two variables—image proximity (distant vs. close-up) and message type (narrative vs. informational). A 2 (image proximity) × 2 (message type) quasi-experimental mixed design was employed, with data collected from experienced social media users. A total of 408 valid responses were analyzed using two-way multivariate analysis of variance (MANOVA). The results indicate that narrative messages significantly outperformed informational messages in terms of advertising affect and advertising evaluation, underscoring the central role of narrative in evoking emotional resonance and fostering cultural identification in digital culture. Furthermore, a significant interaction between image proximity and message type was observed: under distant framing, narrative messages enhanced affect, evaluation, sharing intention, and purchase intention; under close-up framing, informational messages performed better in affect and purchase intention. These findings reveal a three-stage psychological process—“emotional resonance → evaluative judgment → behavioral intention”—and demonstrate how the interplay of visuals and text shapes users’digital experiences and behavioral tendencies. This study not only validates the applicability of CLT in the context of digital culture but also highlights how visual and narrative strategies in social media influence individual attitudes and decisions while contributing to the reproduction of cultural meaning and social interaction online.