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July 30, 2026International Journal of Mobile Communications

Effects of clickbait headlines and puffery phrases in mobile news: a persuasion knowledge perspective

Li Huang Wan Ju Huang Yu Han Lee

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Key Points

To investigate how clickbait headlines and puffery phrases impact audience persuasion in mobile news contexts.
Analyzed users' responses to various categories of headlines.
Examined persuasion knowledge in relation to exposure to clickbait and puffery.
Participants exposed to clickbait headlines reported a higher level of interest compared to those with traditional headlines.
Puffery phrases significantly increased perceived credibility, with an effect size of OR 2.5, 95% CI [1.8, 3.2], p<0.01.
The combination of both clickbait and puffery resulted in the highest levels of engagement, indicating a synergistic effect.

Implication

Examines clickbait and puffery's impact on persuasion in mobile news, suggesting significant influences.

Abstract

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Cite This Study

Huang et al. (2026) studied this question.

synapsesocial.com/papers/6a6da778e258b358b3c6c959 https://doi.org/10.1504/ijmc.2027.10080299

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