Raha Seidi, Mahnaz Saremi, Azam Malekighahfarokhi, Mahshid Namdari,
Volume 12, Issue 2 (7-2024)
Objectives: User engagement with digital technologies refers to the sense of belonging and individual satisfaction. Visual aesthetics, characterized by simplicity and diversity, plays a crucial role in the design of products and online sales strategies. This study investigates the relationship between visual aesthetics and user engagement with in a selected social network.
Methods: This correlational descriptive-analytical study examines the attractiveness of two pages with similar educational content but differing visual aesthetics criteria on one of the social networks. The first page (Researcher-made page) exhibits higher standards of attractiveness compared to the second page (Basic page). Data were collected through online questionnaires and analyzed using SPSS software.
Results: The study involved 116 participants, of whom 91 (78.4%) were female, with an average age of 26.8 ± 2.54 years. The majority of participants held a bachelor's degree (57.8%). The average visual aesthetics scores for the content pages (Researcher-made page) and (Basic page) were 95/92 and 84/9, respectively, indicating that Researcher-made page had greater visual appeal. Furthermore, the user engagement scores for Researcher-made page and Basic page were 107/9 and 100/02, respectively. A significant positive correlation was found between visual appeal and user engagement on both pages (P<0.001), while no significant relationship was observed between gender or education level and these metrics (P>0.05).
Conclusion: This study demonstrates that the visual aesthetics of virtual content pages has a significant impact on user engagement. These findings underscore the importance of adhering to attractiveness criteria in content design, which can be beneficial for content creators, managers, and business owners.
