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DOI 10.35609/jmmr.2025.10.3(1)

Reference to this paper should be made as follows: Thani, S.A; Palei, T. (2025). Framing, Diffusion, and Engagement: Understanding Clickbait and Bias in Digital Content, J. Mgt. Mkt. Review, 10(3), 78 – 100. https://doi.org/10.35609/jmmr.2025.10.3(1)

Received: July 14, 2025 | Accepted: September 30, 2025

Framing, Diffusion, and Engagement: Understanding Clickbait and Bias in Digital Content
Suad Aal Thani, Tatyana Palei
General Management Department at the Institute of Management, Economics and Finance of Kazan Federal University. Russian Federation
Doctor of Economics, Professor, Head of the General Management Department at the Institute of Management, Economics and Finance of Kazan Federal University. Russian Federation. Abstract

Objective - The research analyzes how the combination of framing techniques, transmission pathways, and mental reasoning processes affects digital marketing material interactions, with a primary focus on clickbait and biased writing. The research combines Framing Theory with the Diffusion of Innovations and Elaboration Likelihood Model to understand how diverse digital content influences audience actions, affecting trust and the spread of content items.

Methodology/Technique - Reported research demonstrates that clickbait headlines cause audiences to click more often, yet they keep users from the content for shorter periods. In contrast, biased content built with persuasive framing tendencies maintains audience retention in particular ideological communities. Balanced framing approaches produce greater trust and credibility among audience members.

Findings - The research establishes that influencers play a vital role in disseminating content, while UGC and recommendation algorithms tend to amplify both engaging and highly contentious content. The evaluation of cognitive pathways reveals that factual information has lasting impacts on attitudes through central processing. In contrast, peripheral signals, such as surface-level emotions and visuals, initially spark interest in areas of low importance. The research shows that digital literacy can mitigate the impact of unbalanced content, as users with digital literacy tend to resist misinformation more effectively. The research findings offer a deeper understanding of how purposeful content presentation and social network multiplication mechanisms interact with audience processing methods to influence digital marketing success.

Novelty - This study offers insights applicable to marketing specialists, content creators, and platform creators seeking to maximize user engagement while adhering to moral digital communication standards.

Type of Paper - Empirical

Keywords: Clickbait, Biased Content, Digital Marketing, Kazan Federal University (KFU), Framing Theory, Diffusion of Innovations Theory, and Elaboration Likelihood Model.

JEL Classification: M37, L86, C88, D83

URI: http://gatrenterprise.com/GATRJournals/JMMR/vol10.3_1.html

DOI: https://doi.org/10.35609/jmmr.2025.10.3(1)

Pages 78 – 100

Price: USD 25