Masspersonal Online Support: Examining the Effects of Personalization and Accessibility of Support-seeking Messages on Quality of Support Provision Messages

Document Type

Article

Publication Date

9-7-2025

Abstract

Research suggests message content can influence users’ perceptions of communication; however, few studies have examined how the content of support-seeking messages can shape the extent to which support providers think the message is easily available to a large audience and/or intended specifically for them. The present study utilized the masspersonal communication model (MPCM) to examine how the content of support seeking messages can induce support providers’ perceptions of personalization and accessibility, which in turn, influence the quality of support provided in an online context. Findings from an online experiment (N = 567) revealed support providers’ perceptions of personalization explained why personalized support-seeking messages corresponded with higher quality support provision; however, perceived accessibility did not mediate the influence of cues to accessibility in message content on quality of support provision. Implications for masspersonal communication and supportive communication are discussed.

Comments

Originally published in the Atlantic Journal of Communication

Publication Title

Atlantic Journal of Communication

DOI

https://doi.org/10.1080/15456870.2025.2550391

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