Attracting Versus Sustaining Attention in the Information Economy

  • Yimiao ZhangEmail author
  • Kim Huat Goh
Conference paper
Part of the Lecture Notes in Business Information Processing book series (LNBIP, volume 328)


Attention is a scarce resource possessed by a person. In the information age, we observe the rapid increase of information available and the decrease of individual’s attention. This calls for efficient attention allocation amidst information overload. Prior literature suggests attention allocation is a two-stage process – attracting attention and sustaining attention. In this study, we refer to attention theory from psychology literature to explore what attract users’ attention and why users stay on with particular social media content. We use YouTube as the empirical setting to differentiate attracting attention from sustaining attention and examine factors that influence attracting and sustaining attention. The results of this study show that factors that attract attention are different from the factors that will sustain attention in the information age.


Attention economy Attention theory Econometrics Social media YouTube 


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© Springer Nature Switzerland AG 2018

Authors and Affiliations

  1. 1.Nanyang Business SchoolNanyang Technological UniversitySingaporeSingapore

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