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Creators/Authors contains: "Yeo, Sara_K"

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  1. ; ; ; ; ; (, Science Communication)
    This study investigates the types of humor embedded in funny scientific posts on social media and their effects on engagement. We mapped the landscape of such posts on Twitter and Instagram through content analysis of their message attributes. Regression analyses were then conducted to examine how different humor types, communicative functions, and visual attributes were associated with liking, retweeting, and commenting. On Twitter, wordplay and satire were found to be positively related to posts’ engagement levels, while anthropomorphic humor was negatively associated with the presence of comments. On Instagram, humor had no relation to engagement. 
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  2. ; ; ; ; (, Science Communication)
    Although humor is a recommended strategy for scientists to connect with publics, there is a lack of empirical evidence concerning its effectiveness. We conduct an experiment to test how funny science on Twitter affects engagement intentions. We find that different humor types caused viewers to experience different levels of mirth, which mediated the relationship between our experimental manipulation and engagement intentions. We also find need for humor, an individual trait, to moderate the relationship between mirth and engagement intentions. These findings extend our understanding of humor in science communication and offer empirical evidence on which practical advice can be grounded. 
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