Proceedings of the 2026 6th International Conference on Education, Information Management and Service Science (EIMSS 2026)

2026 6th International Conference on Education, Information Management and Service Science (EIMSS 2026)

📍Kuala Lumpur, Malaysia🗓️ 3-5 July 2026
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How Content Quality Drives User Engagement and Effective Communication on Social Media: A Structural Equation Modeling Approach

Authors
Xueyang Yang1, *, Nur Haniz Mohd Nor1, Normaliza Abd.Rahim2
1School of Media and Communication, Taylor’s University, Kuala Lumpur, Malaysia, 47500
2INTI International University, Nilai, Malaysia, 71800
*Corresponding author. Email: yangxueyang@sd.taylors.edu.my
Corresponding Author
Xueyang Yang
Available Online 4 September 2026.
DOI
10.2991/978-94-6239-766-8_47How to use a DOI?
Keywords
content quality; user engagement; effective communication; structural equation modeling; mediation analysis; technology acceptance model; social media
Abstract

This study investigates the mechanisms through which social media content quality drives user engagement and effective communication, examining the mediating role of user engagement and the moderating role of perceived ease of use. Drawing on the Technology Acceptance Model (TAM) and Uses and Gratifications Theory (UGT), a structural equation modeling (SEM) approach was applied to survey data collected from 612 social media users in Mainland China. The results reveal that content quality directly influences both user engagement (β = 0.423, p < .001) and effective communication (β = 0.317, p < .001), with user engagement partially mediating 65.3% of the total effect. Perceived ease of use significantly moderates the relationship between content quality and user engagement (β = 0.215, p < .001), strengthening the effect under high ease-of-use conditions. The structural model demonstrates excellent fit (CFI = 0.982, RMSEA = 0.048, SRMR = 0.031), explaining 76.3% of variance in effective communication.

Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2026 6th International Conference on Education, Information Management and Service Science (EIMSS 2026)
Series
Atlantis Highlights in Computer Sciences
Publication Date
4 September 2026
ISBN
978-94-6239-766-8
ISSN
2589-4900
DOI
10.2991/978-94-6239-766-8_47How to use a DOI?
Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Xueyang Yang
AU  - Nur Haniz Mohd Nor
AU  - Normaliza Abd.Rahim
PY  - 2026
DA  - 2026/09/04
TI  - How Content Quality Drives User Engagement and Effective Communication on Social Media: A Structural Equation Modeling Approach
BT  - Proceedings of the 2026 6th International Conference on Education, Information Management and Service Science  (EIMSS 2026)
PB  - Atlantis Press
SP  - 450
EP  - 455
SN  - 2589-4900
UR  - https://doi.org/10.2991/978-94-6239-766-8_47
DO  - 10.2991/978-94-6239-766-8_47
ID  - Yang2026
ER  -